Everand Logo

Welcome to Everand!

  • Marketing

    The moving target

    Aug 12, 2018 5 minutes
    By Josh Loh.

    In 2017 the Australian Football League (AFL) launched a strategic campaign with one key goal in mind: sell more tickets. In a sport with so many passionate fans and such a rich history, the brand faced an issue of scale. Its saturation created an enemy in itself. It appeared as though everyone with a desire to attend the football, was already attending the football.

    Blanket campaigns would no longer serve to drive awareness, because awareness was effectively at its peak. The AFL had to create a solution that would reinvigorate excitement around the sport, and remind fans how much fun a night at the footy could be. The key, however, was reminding the right fans. The brand needed to connect with customers personally and create marketing crafted to the individual.

    “The best time to hit a sports fan is right after a

    You’re reading a preview, subscribe to read more.

    More from Marketing

    Marketing9 min read
    The Inertia Trap
    No,” says Adam Ferrier, chief thinker at Thinkerbell, “I disagree with the premise”. Upon asking the question – ‘is marketing an inherently risky practice?’ – to marketers on both the agency and brand side, it became clear that every one had a differ
    Marketing3 min read
    Way Out
    While ‘no risk, no reward’ has become an axiom of creative thinking, the behaviours that we would normally associate with such an approach have never strongly filtered into the modern marketing mainstream. Local brands, for the most part, throughout
    Marketing4 min readPsychology
    Brain Trust
    Loyalty is only a by-product of importance, so if your brand loses importance to your customers, they’re as good as gone. Maybe not straight away, but think of them in the long term; why would they keep buying into what you offer and what will keep t

    Related Books & Audiobooks