INSIGHT
Footy lost its mojo during COVID
For many sports fans, COVID made it incredibly difficult to satisfy their love of sport. Reece’s new and improved Footy Tipping was the solution to help re-ignite their passion. It was easier to use, had more prizes and signup was now free.
challenge
The program virtually ground to a halt in 2020
Coming out the other side of the pandemic two years later, our job was to reboot the program for 2022 and re-engage the footy loving customers. Firstly we identified the key pain points of the previous season.
solution
Every sports team needs a motivating coach
So we created one for our team of dormant Footy Tippers. Somebody that loves the game and to be the perfect vehicle to tell fans about the new Footy Tipping program. We engaged comedian Adam Knox, who perfectly encapsulated the character and humour we wanted. Working closely with him, we fleshed out the Coach Robbo character.
BRANDING
Creating an identity for Reece and coach Robbo
Our overall approach was to develop a sporty feel to the design, as well as strip away any complicated jargon to keep it light and fun. Graphics were straight out of the coaches playbook, with arrows, numbers and symbols embellishing and highlighting key messaging.
We also referenced the gamified looking graphics of other sports based websites. Photography took some planning as it had to stay relevant throughout the season and needed to capture the vibe of all three sporting codes.
campaign
The campaign was divided into two main parts, each with their own objectives.
pre-season
Drive awareness and registration
We created a range of content across multiple platforms featuring Coach Robbo highlighting all the new features of the program.
in-season
Maintain excitement and avoid churn
We broadened our approach by enlisting key trade partners like Milwaukee Tools to provide prizes. We then developed a whole suite of content designed to drive deeper engagement, such as a trick shot competition.
Keeping up the momentum
Engagement with the campaign was rewarded across the season via monthly prizes delivered through key partnerships.
Nat Momsen
General Manager / Leader — Reece Marketing
The Reece Group
Strategy
Clare Acheson
Antoinette Marshall
Hayley Griffiths
Dominique Elliott
creative