|Title||IT'S YOUR CALL|
|Product / Service||SPORTS RADIO|
|Category||B04. Use of Social Audience in a Promotional Campaign|
|Entrant||WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA|
|Entrant Company||WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA|
|Advertising Agency||WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA|
|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|
‘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.
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.
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).
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.