Selling the footy, without ever showing one
Fremantle Football Club
The Best Things in Life are Freo
The bustling ride in. The pre-game meal. Hanging with mates and soon-to-be-mates on the Matagarup Bridge. Every Freo game has a special feeling for fans, its own spicy blend of anticipatory excitement and getting lost in the purple haze. To celebrate the 2024 season, Fremantle Football Club worked with Marketforce and OMD to create a multifaceted campaign that highlights real footy fans and their relationship to the game.
Project partners:
The Problem
Only half of the game-day experience is ever talked about.
After undertaking a significant amount of qualitative and quantitative research on core drivers of fan attendance, it was uncovered that while footy is a vehicle to get fans to the stadium, it’s the moments with friends and families that really get them to the game. However, these moments are rarely talked about – until now.
The Solution
There’s more to footy than footy.
Love, tradition, awe, connection, laughter, passion, community - these are some of the best things in life, and they’re everywhere at a Freo game. So we wanted to remind fans that ‘the best things in life are Freo’. Whether it’s spending quality time with the people closest to you, or spending time with people you just met, these special moments are what life is all about, so it’s time we started celebrating them.
Executions
Making the logo smaller and the brand bigger.
We created hundreds of executions across OOH, film, radio and social, featuring real crowds and real Freo fans. From the big to the small moments, we made sure to capture the spirit of the Freo true believer and the community behind it at every moment. And the fans responded, with an overwhelming positive reception on the brand’s social channels and brand tracking. We might not be the winningest team on the field, but the fans as ever, were our champions.
From our Client
“There are so many things to love at a Freo game that don’t get talked about. So we really wanted to give these things the attention they deserve and remind people that a day at the footy is about more than just footy.”
Sarah Sawdon, Head of Marketing and Membership, Fremantle Football Club.
