Gold Spike

Case Film

Presentation Board

Product / ServiceSPORTS RADIO
CategoryB04. Use of Social Audience in a Promotional Campaign


Name Company Position
Scott Whybin Whybin/TBWA Group Melbourne Chief Creative Officer
Paul Reardon Whybin/TBWA Group Melbourne Executive Creative Director
Damian Royce Whybin/TBWA Group Melbourne Creative Director
Matt Stoddart Whybin/TBWA Group Melbourne Art Director
Mark Jones Whybin/TBWA Group Melbourne Art Director
Pat Sofra Whybin/TBWA Group Melbourne Art Director
Ashwin Gopal Whybin/TBWA Group Melbourne Copywriter
Rob Hibbert Whybin/TBWA Group Melbourne Copywriter
Jim Taylor Whybin/TBWA Group Melbourne Copywriter
Matt Chiodo Whybin/TBWA Group Melbourne Account Director
Jo Hardy Whybin/TBWA Group Melbourne Account Director
Fiona Bradshaw Whybin/TBWA Group Melbourne Account Executive
Paul Arena Whybin/TBWA Group Melbourne Digital Strategic Planner
Dave Keating Whybin/TBWA Group Melbourne Head of Digital Production
Ray Jeremiah Whybin/TBWA Group Melbourne Designer
Lucy Kavanagh Whybin/TBWA Group Melbourne Digital Producer
Kim Vincent Whybin/TBWA Group Melbourne Print Production
Stephanie Leddin Whybin/TBWA Group Melbourne TV Producer
Tom Lock Whybin/TBWA Group Melbourne Editor
Tabata Piccinelli Whybin/TBWA Group Melbourne Editor

Brief Explanation

‘It’s your call’ was a promotional campaign by 3AW Football Radio that helped reverse the struggling sports radio station’s fortunes. The socially driven promotion gave football fans a chance to create Live game commentary through the 3AW Football Facebook page.

The Brief

3AW Football Radio was steadily losing its audience. Once loyal listeners were now watching the game on their smartphones. And worse still, tuning into rival radio stations. We didn’t just need to win back listeners, but also their loyalty. The solution needed to establish a bond between 3AW football commentators and footy fans. We knew we couldn’t rely on radio advertising to attract new listeners when they’re locked in on another radio station or watching the game on their phone. We needed to go where the fans were: showing their passion for their footy team on Facebook.

Describe the success of the promotion with both client and consumer including some quantifiable results

Footy fans were all over it “like seagulls around a potato cake”. Daily engagement on 3AW Facebook page increased 140% and average daily reach increased 280% (Source- Facebook Insights). We turned participants into listeners, gaining 72,000 unique listeners during the football season. 3AW Football went from 3rd and slipping, to Australia’s number 1 rated sports radio station (Source- GfK Group).

Explain why the method of promotion was most relevant to the product or service

Vivid, off-the-wall radio commentary has always been a hallmark of Australian Rules Football. With ‘It’s your call’, we reminded football fans that radio commentary could be more colourful than any screen. Using the 3AW Facebook page, we asked fans to create and submit their own hilarious footy commentary calls before each week’s big game. And each week, the funniest and most entertaining submission was used during Live game commentary. 3AW commentators also engaged with fans directly by recording all their favourite calls and posting them back on Facebook. Calls that earned the most kudos on Facebook were featured in our print and radio ads.