Creative Execution

The Timvite – a personalised video invitation from Tim Cahill to a friend you’ve been too busy to see, that invites them to your house so you can watch the football World Cup together. How it worked: People chatted to our Timbot on messenger, where they put in the name of their friend, why they haven’t seen them lately and the night they want to watch the game with them, which generated a personalised video invitation, from Tim to said friend. Almost 1000 variations could be created. Timings: 2 weeks before the World Cup kicked off, we launched the campaign with an online call to arms video as well as social posts from Tim to drive people to the bot so they could create a Timvite. Then during the World Cup, additional social talked to specific games that night, reminding people to send a Timvite off to a friend.

Over 1.1 million views of the launch video. Over 5000 personalised Timvite videos created. Increased brand love.

Key Audience Insight: Australians are more busy than ever before, seeing less of each other than ever before. Which means they’re craving emotional connection, and live sport on TV offers an amazing opportunity for meaningful moments of connection. That’s because the TV is the most social screen, other devices and screens like phones are personal and isolating. Strategy: Use Tim Cahill in the context of the World Cup moment to rally cry Australians to come together with their family and friends around the TV during the World Cup. Prop: Australians, Come Together this World Cup. Platform: Use Social to drive engagement.