Truly Deeply/Madly

Being an avid sports enthu­si­ast (in par­tic­u­lar the round ball game) I went to the Soc­ceroos farewell game against New Zealand on Mon­day night at the MCG. Now I’m going into detail about the match (fair to say it wasn’t pretty) but upon enter­ing the ‘Best Sports City’ in the world’s precinct there was the usual cheer­ing, flag wav­ing and buzz that Mel­bourne is accus­tomed to for any major (or for that mat­ter often minor) sport­ing event, but some­thing caught my eye and not only my eye but thou­sands of sup­port­ers – male and female.

Work­ing for a cre­ative brand agency that spe­cialises in re-imagining brands, we’re always on the look out for new and inno­v­a­tive brand expe­ri­ences and cam­paigns that turn heads and cre­ate a buzz in the mar­ket place to which this one cer­tainly did! The crowd were urged to wear a pair of bright coloured yel­low jocks as a part of a cam­paign by the offi­cial thirst crusher of the Qan­tas Soc­ceroos, SOLO. Many peo­ple did the super­hero thing and wore them on the out­side of their pants and of course many used them as head gear.

The SOLO Lucky Undies cam­paign, cre­ated by BMF in Syd­ney I feel has done a great job. Aside from hand­ing out thou­sands of pairs of undies and cans of SOLO the cam­paign also fea­tures large for­mat mobile adver­tis­ing and bill­boards across Mel­bourne, Syd­ney, Ade­laide, Bris­bane and Perth. Since receiv­ing my pair of lucky undies and fol­low­ing the hype this cam­paign is gen­er­at­ing I found myself pur­chas­ing SOLO again – this cam­paign is work­ing on me that’s for sure so I’d reckon it’s be work­ing on many oth­ers also.

One inter­est­ing point to note is that this cam­paign is far more reach­ing than meets the eye. In addi­tion to the mass give­aways on Mon­day night (at a soc­cer match), the SOLO Lucky Undies trucks, until June 20, will be present at another 39 loca­tions across Mel­bourne, Syd­ney, Ade­laide, Bris­bane and Perth includ­ing major AFL and NRL events.

To me the four sim­ple rules of remark­able brand com­mu­ni­ca­tion are;

1. Say­ing the right mes­sage
2. To the right audi­ence (in this case mul­ti­ple audi­ences)
3. At the right time
4. In the right medium

It seems sim­ple enough but get­ting all four right at the same time is where the magic hap­pens and on another point, if you feel the Soc­ceroos need some luck then pledge your sup­port here.

If you’d like to see your brand turn heads and be the talk of the town (or the globe) through the way it con­nects with its audi­ence, why not give us a call.

Dominic Guthrie
Client Account Director

Tags: Advertising, AFL, BMF, Brand Agency, Brand Communication, Brand Design, brand designer, brand designer Melbourne, Brand Expression, Brand Strategy, Corporate Image, Graphic Design Melbourne, MCG, NRL, personal-brand, Qantas, Schweppes, Socceroos, SOLO

This entry was posted on Friday, May 28th, 2010 at 9:00 am and is filed under Brand Agency, Brand Design, Brand Strategy, Brand Voice, Brand-Storytelling, Experiences, Thinking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.