ACT4GWS
Back to workCALLING 5000 FANS TO ACTION
Brand Identity, Brand Strategy, Logo Design, Business Collateral, Promotional Collateral, Website Design and Development, Television Advertising, Signage, Project Management, Email & SMS Marketing, Online Advertising, Social Media
Australian Football in the ACT and Southern NSW had a rare and exciting opportunity to claim a meaningful place in Australia's national game through a partnership with the new AFL team, Team GWS (Greater Western Sydney Giants).
Coordinate was engaged alongside local PR firm Content Group to drive participation numbers in Canberra and the Southern NSW region to establish a meaningful AFL presence in the region. Our mission (which we couldn't wait to accept) was to inspire 5000 Canberrans to show their support for Team GWS with a $50 pledge. The challenge: we only had three months. The outcome: over 5000 supporters.
To do so, Coordinate developed the campaign brand identity, supporting visual language, marketing materials, registration website, video competition, television commercial, and facilitated the ongoing marketing program. We also did a photo shoot with Kevin Sheedy (which we think Jamie pushed so hard for just so he could meet the AFL legend). Our approach, combined with a strategic public relations and media engagement program, meant the campaign was a success, and secured 40 games in Canberra over the next ten years.
Branding
A key element of the branding was to create a sense of community ownership and to establish GWS as "our team". The creative direction of the campaign followed the tag line, "It's our time". This brand has been designed in a clear, simple and easily identifiable format. It's sporty, optimistic and exciting. The logo and name are a call to action. With the play on the Australian Capital Territory and act, the brand was designed to get people going and urge them to support the campaign.
Television Advertising
The Coordinate team were required to develop a compelling television ad which would help drive people to the website to "ACT4GWS".
Coordinate teamed up with Screencraft Media to create a 30 second commercial with a powerful mood and message. To enhance the local feel and message behind the campaign, the team gathered local football players from Ainslie, Eastlake, Belconnen, Tuggeranong and Queanbeyan. Fundamental to the brand and commercial was the inclusion of GWS coach, Kevin Sheedy. His clear message in the television commercial added to the credibility of the campaign.
Collateral Design
Promotion of the brand, the campaign and key messages were enhanced by supporting visual language executed in call to action posters, beer coasters, a marketing brochure, sign-up and registration pads and a promotional banner.
Website
The website was the primary communication tool for the marketing campaign, acting as the home base for all online communication. The website was built with the purpose to constantly communicate with the community, including running a video competition. Google Analytics was executed to monitor all the information on the site such as the traffic, visitor information, keywords searches and visitor activity.
Social Media
Fan engagement was crucial to the ACT4GWS campaign. Social media was intended to create personality in the brand, giving supporters and potential supporters the chance to have 'direct' communication with the brand. Twitter, Facebook and Youtube were used as additional voices to increase the communication channels available to send out links and general information.