Results and Effectiveness

Not only did we get blokes talking again, but return on investment was more than three times over. The ClubRoom digital elements made up 6% of media budget, for 22% of sales during campaign weeks. 72% of visitors claimed intention to purchase (41% more than those who did not experience TheClubRoom). Of the 57,000 unique browsers this means, 41,040 x 600ml cartons of product. Those who intended to purchase did so, 24,624 litres achieved were directly attributable to TheClubRoom experience in isolation over 11 weeks. Each unit's RRP is $3.99 resulted in revenue of $163,750, a 66% return on investment.

Creative Execution

TheClubRoom celebrated everything we love about cricket - Hosted by Ninemsn/WWOS, fans could play, share, catch up with past heroes and become a hero themselves via galleries, videos, stories, games, and articles. They could have a laugh and indulge in the history/stories of past cricket heroes. Online visitors could share their passion for cricket – whether at the game, local club or on the couch in front of the TV, contributing on any device. Exclusive content was created with cricket legends and sports writers including ‘Chats with Slats’ (articles created by Michael Slater giving his opinion on the game). Channel9 integration during TV lunch breaks of test telecasts allowed us to use past legends to share stories of roads to success and days on tour without being distracted by what was happening on-field, which drove viewers to The Club Room

Insights, Strategy and the Idea

Farmers Union Iced Coffee is drunk by hardworking, straight-talking blokes. But up against the Australia wide low fat, nutrient water, vitamin infused health trend in non alcoholic beverages they had big barriers to overcome. Media needed a catalyst that fans felt as passionate about as their Farmers Union Iced Coffee, a shared love to create an experience to unite our fans and all Aussie men. There are plenty of things that blokes don’t talk about, one thing always open for discussion is sport - their obsession and social currency. We needed a sport that didn't divide by loyalties, Cricket was the clear choice. Anyone can sponsor a sporting team, we needed a place where backyard heroes could hang out with cricketing superstars to talk more than sport. The ClubRoom was born. A destination accessible across the country, in their homes, their online world and their local sporting clubs.