| Title | A DIFFFERENT BALL GAME - GOLF |
| Brand | MELBOURNE ACES |
| Product / Service | BASEBALL TEAM |
| Category | D01. Online Video |
| Entrant | OGILVY MELBOURNE, AUSTRALIA |
| Entrant Company | OGILVY MELBOURNE, AUSTRALIA |
| Advertising Agency | OGILVY MELBOURNE, AUSTRALIA |
| Production Company | EXIT FILMS Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Steve Back | Ogilvy | Chief Creative Officer |
| Brett Edwards | Ogilvy And Mather | Art Director |
| Tim Pashen | Ogilvy And Mather | Copywriter |
| Sally Hastings | Ogilvy | Art Director |
| Michael Punton | Ogilvy | Copywriter |
| Toby Gill | Ogilvy | Senior Account Manager |
| Luke Coulson | One20 | Supervising Producer |
TARGETING THE OPPOSITION: To introduce Australia to a different ball game, we played up to the competitive nature of Australian sports fans. Using digital wizardry, we created 3 controversial videos of Aces players dominating other popular ball sports with their baseball skills. Then, to spark online debate, we seeded the videos on rival fan sites and watched as fans instantly jumped to defend their beloved sports.
HITTING IT HOME: The arguing amongst fans helped the videos spread to 192 countries online. Suddenly the whole world was talking about Australian baseball. Even the home of baseball gave us ‘Play Of The Day’ on ESPN SportsCenter. Not bad for a $30,000 campaign with no paid media. The awareness of Australia’s latest ball sport generated a huge response: - Opening attedence increased 104% - Memberships increased 39% - Season attendance increased 34%
STATE OF PLAY Australians love their ball sports. But baseball has never caught on. We were challenged to rally support for The Melbourne Aces, an Australian League Baseball team. One problem: nobody knew they existed.