|Brand||AUSTRALIAN FOOTBALL LEAGUE|
|Product / Service||2011 FINALS SERIES|
|Category||A02. Best Use of Merchandising/In-Store Marketing|
|Entrant||GEORGE PATTERSON Y&R Melbourne, AUSTRALIA|
|Entrant Company:||GEORGE PATTERSON Y&R Melbourne, AUSTRALIA|
|Sales Promotion/Advertising Agency:||GEORGE PATTERSON Y&R Melbourne, AUSTRALIA|
|Ben Coulson||George Patterson Y/R/Melbourne||Executive Creative Director|
|Chris Northam||George Patterson Y/R/Melbourne||Creative|
|Evan Roberts||George Patterson Y/R/Melbourne||Creative|
|Michael Napolitano||George Patterson Y/R/Melbourne||Group Account Director|
|Gene Kingi||George Patterson Y/R/Melbourne||Producer|
BRIEF Create awareness and hype for the 2011 Australian Football League - Finals Series.
SOLUTION We created Game Signatures, a series of 'autographs' created from GPS player data. Throughout the Finals Series, players wore GPS trackers creating unique signatures as they played. A custom built ink plotter then drew the signature from the data, which the player then signed. Posters of the best performances were released each week of the finals with the promotion culminating in a one-off Game Signature of the Grand Final's best player (MVP).
The promotion created a huge buzz around the finals and resulted in the highest attendance in the history of the sport. Due to popular demand, Game Signatures is now set to become annual Official AFL Merchandise. The original signatures sold at auction for over $6000 each, with all proceeds going to charity.
The finals series is the time when great players step up and leave their mark on the game. The Game Signatures promotion showed our audience these heroic efforts in a new way and in turn created a new form of merchandise.