The Campaign

One of the most popular football codes in Australia is Rugby League. And one of the most popular teams are the Cronulla Sharks. However, a recent run of bad luck saw the club disgraced, losing revenue and, most importantly, their fans. So, to launch their 2014 season, we needed an idea that would re-ignite their fans passion and drive membership. We created a PR campaign called ‘Feeding Time’ which saw two Sharks club legends travel to Cape Town, South Africa, to find the biggest, fiercest and meanest versions of their famous mascot and then feed their opposition’s jerseys to them. We employed Shark conservationists and documentarians to capture the destruction on film and then used it in interactive films on Youtube, setting the tone for every upcoming game. These could be shared with friends online as the ultimate pre-game ‘taunt’ throughout the season. The content also generated game day posters that showed the tattered opposition jerseys and gave fans the chance to use their smartphones to see footage of them getting destroyed. In-stadium films played out on the big screen, revving up fans before each game and whenever a big hit happened. And the tattered jerseys themselves were framed as memorabilia and auctioned via the club website, with proceeds going to Shark conservation. A current topical issue in Australia and around the world and an element of ‘feel good factor’ for a PR campaign designed to resurrect the clubs tattered reputation.

The Brief

Our goal was to launch their 2014 season in a way that would re-ignite their current fans passion and drive membership among an existing and new audience.

Results

The campaign sent ripples, not just through the Sharks community, but through the entire league and the nation. 11,415,957 saw the content within the first four weeks of what is a season-long campaign, with all major TV networks and news media outlets around Australia featuring it. Club memberships were up by 16.7% just two games into the season. Importantly, Sharks fans had something to get excited about again and their opposition definitely knew who was on the menu in 2014.

Execution

The ‘Feeding Time’ campaign was first seeded our content via short teasers on the Cronulla Sharks Football Club website, facebook page, Youtube channel and twitter feed. On the day of the season kick-off, the content was launched for fans in the stadium and then broadcast across all of the above-mentioned online channels. In-stadium films played out on the big screen throughout the season, revving up fans before each game and whenever a big hit happened on the field. In-stadium posters also allowed fans to unlock content on game day by holding their smartphones up to them, via BLIPPAR technology. The campaign attracted all major Australian TV networks and FOX SPORTS. The tattered jerseys themselves were auctioned, with proceeds going to Shark conservation. A current topical issue in Australia and around the world and an element of ‘feel good factor’ for a PR campaign designed to resurrect the clubs tattered reputation.

The Situation

One of the most popular football codes in Australia is Rugby League. And one of the most popular teams are the Cronulla Sharks. However, a string of scandals including alleged drug use, suspensions, inquiries and crippling fines saw the club embroiled in a PR nightmare.

The Strategy

Our strategy was to remind them of the ferocity and fearlessness that first attracted their loyalty, by leveraging the club mascot in a way no one had ever seen before.