13. media, adv, sport & society... major assignment (afl)

… 11 June 2014 …

AFL SITUATION ANALYSIS &ADVERTISING CAMPAIGN

…you’ve got something I need!

Prepared byAngela p. genders

The Australian Football AssociationCampaign LaunchFor the 2015 AFL-Season

Table of Contents

1.0. Part 1 -The Client …page 1

2.0. Part 2 -Situation Analysis …page 1

- 2.1. Personality Sketch …page 1

- 2.2 Brief History …page 2

3.0. Part 3 -Market Analysis …page 3

- 3.1. Demographics …page 3Җ 3.1.1. Age & Gender Demographics… …page 3

ϗ (Table 1: Age/Gender Demographics) …page 3Җ 3.1.2. Geographic Demographics… …page 4

ϗ (Table 2: Club-Members Demographics) …page 5

- 3.2. Sponsorship …page 7Җ 3.2.1. Carlton United Breweries… …page 8Җ 3.2.2. Coca Cola… …page 8Җ 3.2.3. National Bank Australia… …page 9Җ 3.2.4. Virgin Australia… …page 10Җ 3.2.5. Toyota Motor Corporation Australia……page 10Җ 3.2.6. TAB.com.au… …page 11

- 3.3. Merchandising …page 12

- 3.4. Charities & Events …page 15Җ 3.4.1. Events… …page 15

ϗMajor Events… …page 15ϗGrand Final Week Events… …page 15ϗEvents Held for the Public… …page 15

Җ 3.4.2. Charities …page 16ϗRedcross… …page 16ϗOzChild… …page 17ϗRedkite… …page 18ϗBeyondBlue… …page 19ϗVirgin Australia… …page 20

- 3.5. Television Coverage …page 21Җ 3.5.1. Audience size… …page 22

ϗ Televised Viewership… …page 22ϗ (Table 3: Viewership by Region) …page 22ϗ Stadium Attendance… …page 23ϗ (Table 4: Season Attendances) …page 23ϗ International Viewership… …page 23ϗ (Table 5: International-Broadcast Partners) …page 25

4.0. Part 4 –Recommendations …page 27

Assessment 4Major Essay

Swinburne UniversityBch Communication (Media)

[MDA30001] Media; Advertising;Sport & Society

Angela p. gendersStudent ID: 7588690

eLA: Emma BeddowsDate: 11 June 2014

… AFL Campaign …

5.0. Part 5 -The Campaign …page 29

- 5.1. The Brief …page 31

- 5.2. Creative Executions …page 33

Җ 5.2.1. Media Relations… …page 34ϗ Media Release …page 35

Җ 5.2.2. TV Commercial… …page 36ϗ TV Commercial …page 37

Җ 5.2.3. Merchandising… …page 43ϗ Ladies AFL Charity Calendar …page 44

Җ 5.2.4. Magazine Advertisement… …page 45ϗ Magazine Advertisement …page 46

Җ 5.2.5. Out-of-Home Advertisement… …page 47ϗ Out-of-Home Advertisement …page 48

Җ 5.2.6. Interactive-Advertisement… …page 50ϗ Interactive Advertisement …page 51

Җ 5.2.7. Social-Media… …page 52ϗ Social Media …page 53

Җ 5.2.8. Player-Access… …page 56ϗ Player Access …page 57

6.0. Conclusion (Fandom) …page 58

7.0. Referencing List …page 59

Assessment 4Major Essay

Swinburne UniversityBch Communication (Media)

[MDA30001] Media; Advertising;Sport & Society


eLA: Emma BeddowsDate: 11 June 2014

… AFL Campaign …

1.0. Part 1 -The Client:

Australian Football League (AFL)

2.0. Part 2 -Situation Analysis:

2.1 Personality Sketch:

The Australian Football League (AFL) is the most popular, widely viewed and

attended sport within Australian Culture and Society. 18 Clubs exist within the

Leagues Ranks, representing that of 5 States within Australia, allowing each

and every citizen therein to align their support; competitive nature; and

fandom to their respective Regions-Team.

This popularity however, has given rise to a complacency of public relations;

media exposure; advertising and marketing of the AFL, with it sitting back on

its hunches and taking for granted the loyalty and support of their fans.

The following report will first give a brief overview within the likes of

demographics; charity-alliances; sponsorship-deals; and the ever important

broadcasting-rights. It will reflect the facts of the situation, point out what is

currently being executed correctly and shows where things can be improved.

From there, it will continue-on to give an advertising campaign concept for the

2015 AFL Season, based upon the afore mentioned research and suggestions

to which could allow the new Australian Football League Season to begin with

the grandiose start to which it so rightly deserves.

AFL is not simply about the Players; Sponsors; and Television-Broadcasting

Rights… it’s about the fans, the people, the charities, the merchandising, and

the message to which AFL infuses into a cultural-populus.

Within this context the League beholds a responsibility to which it is currently

falling short… and it is time to raise the Game.

AFL ADVERTISING CAMPAIGN

…you’ve got something I need

-situation analysisAFL

… Page 1 …


2.2 Brief History:

Through the male domination of a young colonised country, the distrust of

intellectual and emerging class-divide between the populus, led to the

materialization of Australia developing its own, separate sporting identity,

almost 100 years after it was first colonised in 1788, within the likes of

football, in the vigorous pursuit of sport. “These sports were used to extend

male bonding and leadership while releasing masculine aggression at the same

time. This contributed to the sporting image in Australian social history”.

[Parker. 1996. Pp 5.] A national sporting image built on the male dominated,

convict will-to-win attitude of British colonised Australia, seeking to extend

its independent identity and athletic superiority.

What is today know as the Australian Football League (AFL), was originally

formed within the State of Victoria, and comprised only of team from within

the State. The Victorian Football League (VFL), with its inaugural season

commencing in 1897, evolved into the Australian Football League, with its

Maiden-Season commencing in 1990, after expanding to other States

throughout the 1980s.

The League, in 2014, currently consists of 18 teams spread over five States of

Australia, the late 2000s saw the establishing of the new Gold Coast Suns,

with the GC fast growing into a major populus-city, and the Greater Western

Sydney Giants, one of the major central-hubs of League-supporters. Although

the majority of teams, ten-teams, are still based in Victoria.

Today, the AFL proudly holds positioning as the “most watched” and popular

sporting event within Australia, and number 3 in the World upon a Global

events-scale.



-historyAFL

… Page 2 …


3.0. Part 3 -Market Analysis:

3.1. Demographics:

3.1.1. Age & Gender Demographics…

Understanding to whom the audience demographic for that of the Australian

Football League is central to each and every decision to which will be made

surrounding the sport as a consequence. Merchandising; advertising; charity

functions; etc., all fail or succeed as a consequence of the AFL supporters.

Therefore, to understand “what” that audience wants, it first needs to be

comprehended “who” that audience is; hence the following is the statistical-

reflections of the age and gender-range of League Fans.

Table 1: Age/Gender Demographics (2010-2011 Premiership-Season)

Age Demographics

Male Female

0-7years • 6.77% • 4.32%

18-29years • 6.82% • 4.79%

30-39years • 8.87% • 6.01%

40-49years • 9.88% • 6.63%

50-59years • 10.34% • 6.46%

60+ • 15.27% • 13.85%

[Fujak. 2012. Pp 56.]

As you can see from the above, the rate of male to female supporters is not as

wide as one might have expected, with 57.96% totalling men and 42.06%

totalling women. The combined total of supporters aged 0-29 (i.e. children) is

22.7%, those aged 30-49 (i.e. parents) is 31.39% and those within the ages 50-



-demographicsAFL

… Page 3 …


60+ (i.e. grandparents) total 45.92%.

These demographic-figures are quite surprising in that they show that the

difference between male and female supporters is a simple 15.9%, wherein

one would have assumed a male-dominated spectatorship for the likes of

Australian Football. And the primary age-range demographic, is found within

the 50-60+ age-bracket, wherein again, one would have assumed it to be the

30-49 years olds.

3.1.2. Geographic Demographics…

It is also important when looking at demographics to have an understanding of

the geographic-location of ones primary-publics. The following Table shows

the Club-Members attendance numbers for each of the 18 AFL Clubs during

the 2013 Season. All Clubs save those of Melbourne and St Kilda recorded an

increase in numbers within 2013 from that of the 2012 Season.

“Greater Western Sydney recorded the greatest percentage increase in

membership numbers of any AFL club in 2013, with this year’s total (12,681)

representing a 23.83 per cent increase on last year’s membership total

(10,241). The 2012 premiers, the Sydney Swans, were second with a 21.71 per

cent increase in 2013 (36,358 members) against 2012 (29,873).

Collingwood remains the largest-supported club in the competition, taking its

total membership to 78,427 – the highest ever for an AFL club – while

Hawthorn (63,353), Richmond (60,321), the West Coast Eagles (58,501),

Essendon (56,173) and Carlton (50,564) are the competition’s other clubs

beyond 50,000 members”. [Birch. 2013. Pp 73.]

Despite the increase in numbers across the board, those clubs based out of

Victoria still hold prominence upon the Game Attendance-Figures.



-demographicsAFL

… Page 4 …


Table 2: Club Members Demographics (2013)

Club Adults Concession Juniors

TotalAccessMembers2013

TotalNon-AccessMembers2013

Adelaide 33,737 5743 4956 44,436 1969

BrisbaneLions 14,964 1948 5323 22,235 1895

Carlton 32,019 4558 9036 45,613 4951

Collingwood 53,693 6027 9235 68,955 9472

Essendon 29,576 5647 7391 42,614 13,559

Fremantle 31,481 3893 4050 39,424 4456

Geelong Cats 28,275 5128 7745 41,148 1736

Gold CoastSuns 6219 755 3511 10,485 2017

GWS Giants 6590 976 4042 11,608 1073

Hawthorn 40,067 5675 17,611 63,353 0

Melbourne 24,316 2573 4126 31,015 2162

NorthMelbourne 22,154 3550 7998 33,702 905

PortAdelaide 22,761 3176 5638 31,575 8263

Richmond 37,874 4971 9643 52,488 7833

St Kilda 21,936 4002 4875 30,813 1894

SydneySwans 21,389 4427 5818 31,634 4724

West CoastEagles 35,106 5064 1202 41,372 17,129



-demographicsAFL

… Page 5 …


WesternBulldogs 21,166 2808 4367 28,341 1868

TOTALS 483,323 70,921 116,567 670,811 85,906

[Birch. 2013. Pp 73.]

“The variance in viewership between clubs in terms of gender and age was

minimal. The North Melbourne Kangaroos held the highest proportion of male

viewers, while the Gold Coast Suns were viewed by the greatest proportion of

young viewers in the AFL”. [Fujak. 2012. Pp 56.]



-demographicsAFL

… Page 6 …


3.2. Sponsorship:

AFL is the most popular and widely watched/viewed and supported

Sporting-Event within Australia, and as such, has appreciated the

collaborative support with Corporate-Australia since its inception

into Australian-Culture.

In 2013, the AFL celebrated its 10th anniversary with leading

sponsor Toyota, and continues to develop and expand its ongoing

relationship with that of its valued corporate sponsorship

arrangements.

Until now, the AFL has given primary space and time to those of

its leading Sponsors, within Carlton United Brewery; Toyota; and

National Australia Bank. With the New-Millennium, increased

focus is upon that of quality of lifestyle as well as technological

advancement. As such, The Australian Football League has

invaluable sponsorship-deals within the likes of Swiss-Vitamins;

Bunnings-Warehouse; Wheatbix and Australia Post to which

support and reflect the changing cultural social-awareness of

Australia.

Due to past reputation hits as a result of player indiscretion within

Australian Drinking-Culture. The New-Millennium should herald a

refocussing upon the AFL’s more charitable contributions to

surrounding local-communities, as well as larger advertising space

to those moreso “clean-cut” Australian Iconic Brands.



-sponsorshipAFL

… Page 7 …


3.2.1. Carlton United Breweries

“2013 marked the second year of a new 10-year agreement with Carlton

United Breweries, the continuation of one of the longest-running partnerships

in Australian sports history.

CUB utilised its AFL exclusivity across a range of promotions, ranging from

use of packaging to venue activations, with an emphasis on the consumer

experience. This was supported by strong integration of campaigns across key

media assets including Match Centre Mobile, Tipping and various other

afl.com.au properties.” [Birch. 2013. Pp 64.]

Carlton United has been a major and integral sponsorship-

partner to that of the AFL. The time however has come,

within the new Millennium, for other sponsors to step-up

and take the lead with opportunities within the club to show

their trademarks and support.

AFL and Alcohol are intrinsically linked within Australian Culture, and hence

media attention towards that of AFL-Players is at a high due to member-

behaviour and indiscretion surrounding that of drinking-culture. If the AFL are

to clean-up its family-oriented public image, perhaps it is best not to have a

Brewers as a primary sponsor.

Having said this, with the beginning of the new 10year sponsorship deal, a

collaborative “drinking-safely”, such as the brief “on-punch-can-kill”

advertising campaign supporting the marriage of the AFL and Carlton

educating Young-Australia to “drink and behave responsibly” would be an

advantageous positioning for this partnership.

3.2.2. Coca-Cola

“The AFL and Coca-Cola continued their strong association in 2013 with

Coca-Cola using Powerade as the key brand to leverage their position as the



-sponsorshipAFL

… Page 8 …


AFL’s exclusive non-alcoholic beverage partner.” [Birch. 2013. Pp 65.]

Coca-Cola is an international, major brand with a lot of weight behind it. AFL

events, awards, and player uniforms have primarily focused upon those

sponsors of Swiss; and Toyota.

This is a brand with pre-established reputation and marketing positioning,

which given greater attention and sponsorship-attention, will assist within the

launching and expanding of the AFL-Brand internationally.

3.2.3. National Australia Bank

“This year saw NAB launch its much-anticipated AFL

brand campaign entitled ‘Footifying Australia’. The

campaign brings together NAB’s long-term support for

Australian Football across all levels of the game and

demonstrates, through a range of unique initiatives, how NAB has been

Footifying Australia for more than a decade. It also showcases how football

fans can play a role in Footifying Australia in their everyday lives.” [Birch.

2013. Pp 65.]

The “Footifying Australia” Campaign of 2013 did not meet the expectations

and targets to which the NAB predicted. Part of the recommendations within

the following report is that the reason why the NRL has yet to reach the height

of its advertising-potential is that there have been too many off-shoot sub-

campaigns within the League in past years. With the zenith of the AFL itself

being that of the Grand Final.

As such, it is proposed (which will be expanded upon further on within this

report) that sponsorship-campaigns no longer take place, and instead become a

part of one cohesive large-campaign for the AFL launched at the beginning of

the Season, and lasting-throughout.



-sponsorshipAFL

… Page 9 …


3.2.4. Virgin Australia

“The partnership between the AFL and Virgin Australia reached new heights

in 2013 as evidenced by the AFL’s decision to extend Virgin Australia’s

contract as the AFL’s official airline for a further five years.

The AFL’s partnership with Virgin Australia, the AFL’s official airline since

January 2011, now extends to Toyota AFL Grand Final week with Virgin

Australia appointed naming rights partner of the AFL Grand Final Half-time

Show, the post-match Premiership Party and the Grand Final Week Party.”

[Birch. 2013. Pp 66.]

Major-player sponsorships have played a predominant role within that of the

AFL Grand Final, the entire football-season leading up to the zenith of

entertainment and climax within this great event.

The intent of this proposal is to “begin” the Season within a Grand-Final like

Campaign Launch, and build-up to that of a Final worthy of comparison to

America’s Superbowl.

This not only gives Australia’s defining sport the coverage, expectation, and

entertainment value to which it deserves, yet will also give greater exposure to

that of sponsors, the likes of Virgin Australia.

3.2.5. Toyota Motor Corporation Australia

“In 2013, Toyota Australia celebrated its 10th year as the AFL’s Premier

Partner. The AFL’s partnership with Toyota remains one of the most

successful and enduring sponsorships in Australian sport and includes naming

rights to the Toyota AFL Premiership Season, Toyota AFL Finals Series,

Toyota AFL Grand Final Parade and the Toyota AFL Grand Final.



-sponsorshipAFL

… Page 10 …


Toyota’s commitment to supporting and celebrating Australian

Football envelopes every corner of the game, from the elite level

through to grassroots clubs around the country. This passion for

the game has seen Toyota and its dealer network donate more than $2.3

a million to community football over 10 years through the ‘Good For Footy

Program’. This year, the program committed a further $353,000 to grassroots

clubs in Victoria, Tasmania and southern New South Wales.” [Birch. 2013. Pp

63.]

This is the most trusted and invaluable sponsor of the AFL, as such they

should be included within all sponsored events; advised of internal-activities;

and given complete access to corporate-boxes and associated merchandising.

I.e.: continue to foster and support the relationship to which the AFL already

holds with Toyota.

3.2.6. TAB.com.au

Sports-betting is a socially-controversial subject, to the point where politically

inquiry and regulation has been implemented within recent years. However,

statistical-research shows that AFL supports are “45% likelier than the average

Australian to have placed a bet; 49% more likely to have gone to the races;

and 24% likelier to have visited a casino”. [Roy Morgan. 2013. Pp 1.] And

through the official Tipping-Competition of the AFL, a lucrative “$335m in

revenue in 2010” [Roy Morgan. 2013. Pp 2.] was made.

Whether for or against gambling in sport, or gambling in general, the TAB has

been a somewhat back-seat quiet partner within the field of AFL, this is a

very-large, lucrative market-segment which is not being utilised to its full

advantage. Therefore, it is suggested that firstly the TAB is approached to

become a more “active” sponsorship-partner within the AFL, otherwise the

likes of approaching Tom Waterhouse and other predominant betting-agencies

could prove quite resourceful.



-sponsorshipAFL

… Page 11 …


3.3. Merchandising:

“The consumer product program achieved continued growth and expansion in 2013,

reaching revenue uplifts of 6 per cent on 2012, with some of the more mature

categories, such as trading cards, achieving more than 12 per cent increases.

Continued innovation and development within our on-field program resulted in strong

sales increases of a 6.6 per cent uplift year on year, along with the introduction of 22

new club event guernseys, providing strong retail results back to club shops.” [Birch.

2013. Pp 72.]

Retail-relationships continue to strengthen within sponsorship-partners, within the

likes of Coles extending its AFL available range to include 12 months of the year

outside of the Football-Season. The AFL-merchandising range available from Coles

consists predominantly of “AFL Micro-Figures” (i.e., lego-figures), wherein 30

players from 18 AFL Clubs can be purchased in addition to 42 oval puzzle-pieces to

create your own micro football-field. “Each unique AFL Micro-Figure captures the

distinct characteristics of some of the greatest players of our time, from the tattooed-

sleeve of Dane Swan, to the perfectly positioned hair of Trent Crotchin and Nic

Naitanui’s dreadlocks. Collectors are also in with a chance to open the packet and find

one of five rare and suited-up Brownlow Medal winning figures, including Chris

Judd, Dane Swan, Gary Ablett, Jobe Watson, and current Australian of the Year,

Adam Goodes”. [Coles. 2014. AFL Blog.]



-merchandisingAFL

… Page 12 …


The strategic retail-relationship formed with that of Target in 2012, developing an

expanded range within the mass-market retailer across stores nationally of the full

singlet; guernsey; scarf; and beanie range for all 18 AFL Clubs and Player-Numbers,

helped to expand upon available merchandising for the AFL within Australian

Suburbs around the country.

And, in 2013, one of the Clubs key-products was to launch and expand a centralised

online AFL Merchandising Store, solidifying its position within the online shopping

environment whereby “first-time consumers can purchase products across clubs via

the AFL website with one transaction.” [Birch. 2013. Pp 72.]

However, merchandising ranges, although extensively available, are gender-limited.

The following is an example of key-products available across the range (the Gold

Coast Suns for the purpose of this example) for that of all AFL Clubs and Players:

As you can see from the above, the AFL Merchandising-Department quite

satisfactorily satisfies the wants and needs of the male club-supporter, from the very

young to the more mature.



-merchandisingAFL

… Page 13 …


Therefore, with the new online-retailing provider well established during that of the

2014 Season, it is the intention for the upcoming 2015 Season to expand this range to

be more inclusive of that of ‘female’ supporters.

It is recommended that a range for the younger-female child, taken to each match to

support her team with that of her father, or entire family respectively, be developed

within the likes of club-coloured fairy-wings; dresses; clutch-purses; and match-ready

female-dolls.

And for the more mature female-supporter, within “Part 5 -The Campaign” of this

proposal, you will find examples for the likes of a Campaign-Themed Calender, not

too dissimilar from the exceedingly-popular Fire-Fighter Calendar; as well as club-

coloured ranges likened to that of a winter-styled maxi-dress; knee-high wedge-boots;

champaign/wine-glasses; and girlie-chattels the likes of flower-vases; candlesticks;

picture-frames; etc.

The Merchandising Department have the opportunity to almost double its annual-

revenue, simply by developing and producing “female-friendly” products and lines

for its supporters.



-merchandisingAFL

… Page 14 …


3.4. Charities & Events:

3.4.1. Events:

The following is a list of the primary events held during the 2013 AFL Season,

note that 90% of these Events were held for, with and by Corporate-Australia,

and only “one” of the following listed allowed loyal-fans to actually attend the

same event to which their Clubs-Players flitted by for a few seconds…

Major Events

Major events during 2013 included:

• the Toyota AFL

• Premiership Season launch,

• the Australian Football Hall of Fame Induction Dinner held in Canberra

• the Women’s Industry lunch

• the NAB Rising Star lunch

• the Four’N Twenty AFL All-Australian Awards

• the Charles Brownlow Medal count

• and the NAB AFL Draft

Grand Final Week Events

• The 2013 NAB Cup Grand Final was held at Etihad Stadium with more than

200 guests hosted in the Limelight Room as part of the AFL official

function.

• Throughout the 2013 Toyota AFL Finals Series and Grand Final, more than

3850 guests were entertained in the official functions at the MCG, Simonds

Stadium, Paterson’s Stadium and ANZ Stadium

Events Held for the Public

• The Toyota AFL Grand Final Week Live Site at Federation Square

continued to be a feature of the build-up to the game with 232,000 fans

flocking to the site, from Monday through to Friday.



-charities & eventsAFL

… Page 15 …


• Football supporters were treated to a range of activities with AFL corporate

and broadcast partner activations, including:

- skill tests

- green screen photos

- a Brownlow fashion parade

- live performances by Australian musicians Ricki-Lee and Illy

- outside media broadcasts

- the OPSM Ball Drop – which saw 3000 mini footballs used to construct

a giant 10m high footballer

• The 2013 Toyota AFL Grand Final entertainment featured Hunters &

Collectors, Mike Brady and Birds Of Tokyo and the Virgin Australia

Premiership Party saw more than 16,000 Hawthorn fans enjoy a free

concert in addition to the presentation of the Hawthorn Premiership team in

the middle of the MCG.

3.4.2. Charities:

Although the AFL dedicates each of its Games to a specific Charity, and hence

allows them to utilise the venue and attendance-numbers for that of fund-

raising, there is no direct “hands-on” approach by that of the Clubs; Coaches

and Players towards that of the supported Charities of the AFL. Hence the

following is a list of the organisations with primary relationship-involvement

with the League, and suggested Public Relations opportunities therein, which

would not only help raise awareness and donation for the charities themselves,

yet also increase the public-image to which we are intending to project within

2015…

Red-Cross…

(fundraises at all matches) “Australian Red Cross works to support the most




… Page 16 …


vulnerable people and communities in Australia and further afield. Red Cross

work is focused on seven priority areas including emergency services,

international programs, migration and indigenous support and development

programs for disadvantaged groups and communities.

Australian Red Cross is partnering with the Australian Football League (AFL)

as the ‘official charity partner’ of the 2013 AFL NAB Cup, which will be held

during February and March.” [AFL Mobile. 2013. SportsFan.com]

PR Opportunity: the red-cross supports many charities; foundations; and

Australians both nationally and internationally. None moreso than that of

Australian Military personnel working and fighting abroad. Both from a PR

point of view, as well as a morale perspective, what better way to show the

Clubs support, with the help of the Red Cross, than to organise a Club vs.

Military Football Match within the likes of Afghanistan; East Timor; and

The Arabian Gulf.

OzChild…

“Every child has rights – observing these rights and ensuring the safety

and protection of our children is at the heart of OzChild’s work. For

more than 160 years OzChild has been protecting the rights of Australian

children and making sure they have the best opportunities for a brighter future.

The children we work with are often abused, vulnerable and disadvantaged

and it is our role to protect them, nurture them, develop them, and give them a

voice.” [OzChild. 2011. About OzChild.]

PR Opportunity: despite highly successful and lucrative fundraisers such as

the “Inaugural Charity Lunch, hosted by AFL Legend Billy Brownless.

Featuring AFL CEO Andrew Demetriou, Geelong Captain Joel Selwood, and

other sporting stars” [OzChild. 2011. About OzChild.] There is an opportunity

here to present a public-face of humanity and compassion, wherein several-




… Page 17 …


players from several-clubs, essentially become ‘big-brothers’ to disadvantaged

children whom do not have primary male role-models to look up too. Players

can not only spend time with children doing ‘normal’ activities, yet also they

can attend their “brother’s” matches, and be treated to the AFL experience.

Redkite…

“Redkite supports children, teenagers and young adults with

cancer (up to the age of 24), and their families. Redkite is available with

essential support from the moment of diagnosis, throughout treatment and

when families return home to the community”. [Redkite. 2009. About

Redkite.]

PR Opportunity: “Some of Australia’s favourite personalities will be showing

off their footy skills for charity in the ‘Redkite Celebrity AFL Game’ on

Sunday, 24th May which will kick off just before the Sydney Swans vs. Port

Adelaide match at the SCG at 12:40pm.

This annual celebrity game is to raise awareness for Redkite, a leading

Australian charity that supports children, young people and their families

through the difficult journey of cancer by providing essential emotional

support, financial relief and educational services.

Celebrities who are taking place include Adam Spencer (ABC 702), Merrick

Watts (Nova 96.9), Tom Williams (Great Outdoors), Les Hill and Peter

O’Brian (Underbelly) and Angus McLaren (Packed to the Rafters).” [Redkite.

2009. Celebrities & AFL players hit the pitch for Redkite.]

Redkite is most certainly on-top of its Public Relations Department and

Efforts. To this, the only suggestion which could thus be made is that the AFL

supports this annual-event by utilising its Televised-Media Deals to see this

event brought to Australian’s televisions. Celebrity-appeal is an extremely




… Page 18 …


affective persuasive method for advertising; marketing; and public relations,

due to the fact that the public enjoy watching celebrities in embarrassing

situations.

BeyondBlue…

“Most Australians have had some experience with

anxiety, depression or a related condition, whether

they’ve experienced it themselves or had family,

friends or work colleagues go through it.

BeyondBlue’s work is aimed at achieving an Australian community that

understands depression and anxiety, empowering all Australians, at any life-

stage, to seek help.” [BeyondBlue. 2014. Who We Are and What We Do.]

PR Opportunity: in 2003, what was once known as “Blue November”

morphed into that of “Movember”, a month to bring awareness and support to

that of ‘men’s health’, physical; mental; and emotional.

Although AFL players are not restricted by that of any dress-code that

discourages the growing of a moustache, which is the chosen action of the

charity month, most opt not to partake in the act, as the ability of ‘growing

facial-hair’ is the masculine equivalent of female body awareness, judgement

and criticism.

Therefore, the perfect public relations action to support and bring awareness to

that of men’s health, is to, in conjunction with BeyondBlue, bring about a

resurgence to the “Blue November” campaign, and even go-so-far as to play

all matches within the appointed month, with the traditionally half-painted

blue-face.

This is a Campaign which BeyondBlue themselves could launch and manage,

with the complete aid and support of the AFL.




… Page 19 …


Virgin Australia…

“The Virgin Australia group of airlines has an established program of

community and philanthropic partnerships, with a specific focus on indigenous

Australians and youth at risk.” [Virgin Australia. 2014. Our Sponsors

Website.]

PR Opportunity: each year the AFL celebrates Indigenous Players and Culture

with a dedicated match involving Aboriginal and Islander Players from AFL

Clubs providing an edge-of-your-seat match, and local Indigenous

communities and dance-groups providing match entertainment. “Supported by

BHP Billiton, the themed match each year showcases the invaluable work of

the foundation in supporting WA’s Indigenous youth, as well as raise funds to

enable this work to continue” [TMedia. 2013. AFL Indigenous Round]

This match supports the Virgin Australia “Give Back” charity, supporting

Western Australian matches, by providing fans with flights at no extra cost.

There is an opportunity here, with the aid of the enthusiastic nature of

Corporate-Australia willing to bring aid and attention to that of Indigenous

Australians, wherein a program not unlike mentioned within the above

“OzChild Charity” could be organised between Players and Publics upon the

West-Coast.




… Page 20 …


3.5. Television Coverage:

Television coverage and media-rights to Football Matches has been an

infamous bidding war for some years amongst the free-to-air and paid-

television affiliates for years. Millions of dollars and subsequent law-suits

surround that of the right to broadcast AFL Matches due to the fact that it is

the most widely-watched and popular sport within Australia.

Due to the fact that AFL’s primary audience-demographic is proven to be

within that of lower-income households to the middle-class, free-to-air has

managed to maintain the primary broadcast-monopoly upon that of the

Game.

In April of 2011, a 5 year deal, worth $1.253 billion was struck between the

AFL and the Seven Network; Foxtel and Telstra, to broadcast every match

of every round and all the Finals Series across their respective platforms.

The deal allows the free-to-air Network 7 (and her affiliates) to broadcast

four games from every round of the regular premiership season, as well as

the Final Series and AFL Grand Final.

Subscription-provider Foxtel (Austar within regional-areas) broadcasts every

match from every round of the regular premiership season, including

simulcasts of all Seven Network games, except for the Grand Final, which

Channel Seven holds exclusive rights too.

Telstra Digital-Content Provider won the rights to broadcast one live match

per week via IP Television and on its Telstra Mobile Service.

The following audience-statistics show exactly why broadcast-rights to the

AFL, especially that of the Grand Final, is such a cut-throat, big-money fight

for exclusive-broadcast-rights and free-to-air capability.



-television coverageAFL

… Page 21 …


3.5.1. Audience Size:

Televised-Viewership…

“The AFL recorded a cumulative audience of 612,758,965 across five seasons

during the period of 2007-2011”. [Fujak. 2012. Pp 42.]

Ratings-results from that of the ten national free-to-air broadcast markets reflect

that the AFL is dominant in five “heartland” markets, with 81.15% of the AFL’s

cumulative free-to-air audience arising from the southern states of Victoria, South

Australia, Western Australia and Tasmania.

Table 3: Viewership by Region (2007-2011)

Panel Market Viewers

Sydney 29,054,594

Melbourne 197,606,632

Brisbane 28,840,553

Adelaide 76,193,102

Metropolitan

Perth 76,130,025

Queensland 18,114,353

Northern NSW 11,274,512

Southern NSW 13,103,166

Victoria 54,862,255

Regional

Tasmania 27,500,449

Subscription National 80,079,324

TOTAL 612,758,965

(Average/Year) 122,551,793

[Fujak. 2012. Pp 42.]




… Page 22 …


Stadium-Attendance…

“The 2013 Toyota AFL Premiership Season saw 6,368,346 spectators attend

the 198 matches, which represented a 2.1 per cent increase compared to the

previous year’s mark for the Premiership Season”. [Birch. 2013. Pp 70.]

Those whom can’t “attend” the game… “watch” the game, and hence are

statistics which can be taken into account for viewership capabilities.

Table 4: Season Attendances (2007-2013)

Year Home andAway

Average Finals Average Grand Final

2013 6,372,784 32,186 558,391 62,043 100,007

2012 6,238,876 31,509 538,934 58,882 99,683

2011 6,533,138 34,937 614,250 68,250 88,537

2010 6,494,564 36,901 651,764 65,176 93,853

2009 6,375,622 36,225 615,463 63,385 99,251

2008 6,512,999 37,006 571,760 63,258 100,012

2007 6,475,521 36,793 575,424 63,936 97,302

[Fujak. 2012. Pp 45. & Roy Morgan]

International-Viewership…

Between 1998 and 2006 the United States of America broadcast VFL

Matches, and later the weekly highlights from the AFL which aired on

Channel 7, as well as that of the Grand Final. During this time, some other

English speaking Countries have sporadically aired the Games, yet it was the

predominant broadcasting by the United States Fox Sports World Network




… Page 23 …


which gave the matches the most coverage.

“In 2007, after the record domestic television rights deal, the AFL secured an

additional bonus: greater international television rights and increased exposure

to overseas markets, including a 5 year deal with Setanta Sports, and new

deals with other Pay-TV Networks. The deal ended early in 2009 when

Setanta stopped broadcasting into Great Britain. ESPN again took up the

contract”. [Northey. 2009. WFN.com]

This laid the foundation-stone for that of the AFL’s primary International-

Audience within Central and Southern America. As well as that of the rising

popularity of the League within Great Britain’s Ireland, from whom most

international-players currently standing amongst the Reserve Club-Ranks of

the AFL hail.

“The AFL has garnered increased interest in Ireland due to the introduction of

the International Rules series played between an AFL picked All Australian

Team and Ireland. This paved the way for young Irish footballers to be

rostered to AFL teams mainly due to the fact that salaries in the AFL are much

larger than that of Gaelic Football although most Irish players fail to make the

grade into 1st team football”. [Somerford. 2009. TheRoar.com]

This year, 2014, the Australian Football League is testing and recruiting

players from that of the United States. The majority of player trying-out have

never even heard of AFL Football, let alone seen a Match. The afore

predominant broadcasting by the United States Fox Sports World Network

Football League (IFL) Game, outside of those between Australia and New

Zealand.

This is beyond question a major untapped market segmentation for the AFL,

the development of an all inclusive IFL League which would not only give

greater attention to that of Australian Football, yet would also give AFL Club

Players an opportunity to continue playing the sport during the off-season




… Page 24 …


within the Northern-Hemisphere Autumn/Winter.

The following Table shows the primary audiences from global-broadcasting

partners, reflecting the increasing popularity of the AFL within international

countries the likes of Europe and China.

Table 5: Primary International-Broadcast Partners

Matches

Countries Station/Channel Free-to-Air/Subscription Home &

AwayFinals Grand

final

Caribbean& SouthAmerica

DirecTV Sports Subscription 4 gamesper week(live/highlights/replay)

Live Live

PapuaNewGuinea

EM TV Free-to-Air 1-3 gamesper week(highlights)

Live Live

Fiji Fiji TV Free-to-Air 1 game perweek (live/replay)

Live Live

China InternationalChannelShanghai

Free-to-Air 1 game perweek (live)

Live Live

Europe Eurosport 2 Free-to-Air 1 game perweek(highlights/live/replay)

Live

Mexico &CentralAmerica

SKY Sports Subscription 4 gamesper week(live/highlights/replay)

Live Live




… Page 25 …


Matches

Countries Station/Channel Free-to-Air/Subscription Home &

AwayFinals Grand

final

NewZealand

Sommet Sports Free-to-Air Allmatcheslive ordelayed +Highlights

Live Live

UnitedStates ofAmerica

Fox Soccer Plus Subscription 4 gamesduring theseason

Live Live




… Page 26 …


4.0. Part 4 -Recommendations:

The AFL is the most watch and attended sporting event within Australia, and ranked

third overall across the globe. As a result a somewhat “complacency” has developed

within the League due to the fact that audience participation and like has not had to be

fought for.

As a consequence of this, the focus has subsequently been taken away from that of the

publics, and even to a certain extent the players, and has of late revolved around that

of corporate-sponsorship, media-deals; grand balls and events under the name of

“charity”; medals and ladder-rankings.

It is therefore recommended that the focus now be redirected towards that of the

“people”… the people whom watch the game; play the game; and those whom even

benefit from the supported charities.

The male to female supporters of the AFL almost stand within equal percentages, yet

merchandising is directed towards jerseys; singlets; scarves and beanies for men. New

product lines and ranges need to be developed for the female-football-supporter,

whom currently holds only the options of a man’s jumper and some coloured

dreadlocks.

Too many times have players made headlines due to their indiscretions within the

likes of pubs and clubs and passed it off as “boys-will-be-boys”. Public relations

needs to step up and develop these player profiles to be worthy of the role-model

status to which they hold. They need to be promoted as the fathers; sons; husbands

and brothers they are. Instead of donning tuxedos and attending corporate-funded

charity balls, they need to get down and dirty and attend the centres and organisations

of these respective charities to bring the “human” element to fundraising. This will

not only benefit those recipients of the charity organisations, yet it will also improve

the public-image of the players.

A whole new makeover for the Clubs needs to occur, they need to start presenting as a

unified force, as opposed to 18 separate entities, the masculinity of spectatorship and



-recommendationsAFL

… Page 27 …


support needs to be put away in place of equality, the reality of player’s lives needs to

be presented as opposed to the bad-choices, and the human-face needs to be placed in

front of corporate-dollars when it comes to charity maintenance.



-recommendationsAFL

… Page 28 …


… Page 29 …

5.0. Part 5 -The Campaign:

The AFL is Australia’s most attended Sporting League and one of the most watched

Sporting Events in the World.

As such, it is our intent to launch the 2015 Season with an explosive Campaign of

epic proportions, so rightly deserving of such an Australian Cultural Institution.

Themed with the internationally best-selling song “Something I Need” by

OneRepublic, headlined by Australian Rock-Legend Jimmy Barnes.

The AFL is pulling together a single-cohesive marketing campaign, beholdant within

a 1950s retro-styled black & white theme, dispelling of club-colours, alliances and

competition, to stand tall and say with one voice… “You’ve got something I need

Australia –the AFL would not exist without your loyalty; support; and fandom”.

Therefore, 2015 will mark the beginning of a new era within that of the Australian

Football League, with the introduction of a new ticketing package, wherein a “family-

ticket” will cover stadium admission for two adults; two children; and all food and

drink whilst at the game.

AFL players will be removing their tuxedos and donning their jeans to get down and

dirty within their local communities; supporting their respective charities;

organisations; schools and locals.

The AFL is aware of the moral and ethical standard required from the ‘role-model’

status to which players have been so fortunately positioned as a result of playing a

game that they love.

Therefore, 2015 is the season “about the people” -the fans; the spectators; the

charities; and the community… and it all begins with the collective voice of the AFL

saying “You’ve Got Something I Need” Australia!

… Page 30 …


5.1. The Brief:

Why are we advertising?

The goal is to re-establish brand distinction within the minds of Australians, to

establish the new 2015 Season as the grandiose event to which it deserves, and

its players therein deserving of being the community leaders and role-models

to which they hold position.

To whom are we advertising?

The goal is to reach the 40-60+ year old male and female demographic, the

low to middle-income earners whom are the parents and grandparents that take

their families to match-games.

What do they currently think?

The AFL’s branding is well established within the minds of Australians, yet

due to player-indiscretions; advertising-complacencies; and the focus on

corporate-events, the gap between the AFL and its supporters has widened to

an unacceptable level.

What do we want them to think?

The AFL exists as the highest level of Australian Sport, bringing forth an

exiting new Massive Campaign to kick off the 2105 Season to let the

Australian public know we are lifting our game within entertainment;

advertising; player behaviour; ticketing prices; and match-day readiness.

Australian Football needs the Australian people.

What is the single most persuasive idea or Unique Selling Proposition

about our product?

The Australian Football league is a reflection of Australian Culture, it is

comprised of players and coaches to whom hold high morals and values, are

Australian family men, fathers, sons, community leaders and supporters.

… Page 31 …


Why should they believe it?

Because the AFL is acutely aware how intrinsically linked within Australian

Culture we are, and also understand that this is the time in which to lift our

own games within focusing less upon corporate-deals and more on public-

support. The AFL accepts its responsibility as the moral leaders within the

nation; the community; and our own families, and will do our best to be the

men we want to be, worthy of the position.

What is the personality of the product or service?

Australia. We are the Australian Football League for the Australian People,

we are the community leaders; husbands; fathers; and role models within

Australia, we set the standards for our respective extended families within

Australian culture, and demand more from ourselves and that of others for a

better future for our country.

What media do we need to transmit this message effectively?

The AFL is launching the new 2015 Season with a extravagant campaign, led

by that of Australian Rock-Legend Jimmy Barnes, letting Australia know

“You’ve Got Something I Need” through the positioning of supporting loyal

baby-boomer audiences within blanketed televised; radio; and out-of-home

billboards and public-transport taken to stadium-games. Whilst also embracing

today’s current social-media trends with the ongoing transmission of the 2015

campaign amongst that of online broadcast distributors, youtube, gaming, and

banner-advertisements. Whilst at the same time allowing the public to have

direct-contact with their favourite coaches and players through the online-

forums of instagram; twitter; and facebook.

… Page 32 …


5.2. Creative Executions:

The following is an example of the primary marketing and advertising

resources employed within the new 2015 AFL “You’ve Got Something I

Need” Campaign. Utilising all traditional; online; merchandising; and public

relations communications channels in order to blanket the Australian

mediasphere with the new campaign message and appeal.

The AFL viewership demographic is a widely dispersed one ranging from 0-

60+ in age, and covering all regional to metropolitan geographic locations,

thus reflective of the diversity found within Australian Culture itself.

Australian Football encapsulates a collectivist-spirit amongst fans, yet the

diversity of generations therein utilise different communications models and

channels from the technological-luddite to the advanced online-user.

Thus media-placement recommendations are to position the Campaign within

both Traditional and Modern-Day Advertising mediums in order to reach

maximum demographic coverage.

… Page 33 …


5.2.1. Media Relations:

According to Neilson, Australians spend an average of 96 hours per month watching

traditional television. This is of course is in conjunction with the new

conceptualisation of “second screening”, people using their smartphones and tablets

whilst watching traditional television. With Australians engaging in the collective

online and traditional news sources an average of 01:47:14 per week.

Therefore, the role of media within the launching and perpetuating of any major new

advertising resource such as the 2015 Season “You’ve Got Something I Need” AFL

Campaign, is just as intrinsically important as that of the utilisation of traditional and

digital advertising mediums.

Hence, the week prior to the official launch of the blanketed-campaign, each and

every news source, broadcast news; traditional news; print news; bloggers; youtube

channel owners and operators; and social media commentators are to be sent a “media

packet”, including not only a press-release informing them of the facts and details of

the 2015 Campaign, yet inclusive also of a copy of the 90second commercial; the 30

second commercial; links and passwords to all yet to be made-public campaign

websites and pages; player-profiles fronting the campaign; merchandising samples

such as the 2015 AFL Calendar; and a “family ticket” for them to experience the new

ticketing system for themselves by taking their families along to enjoy a match at their

chosen venue.

The media is an integral piece to a Campaigns puzzle, their support and air-time can

garnish the momentum needed for viewership numbers, especially within the older

60+ demographic bracket. And consequently provide the public relations voice to

which stands a public-campaign. Each and every news channel and organisation has a

dedicated-category to that of sport due to the popularity and cultural identity of such

within Australia, therefore media-relations should not be underestimated, nor

overlooked.

… Page 34 …


Jimmy Barnes heads new AFL “You’ve Got Something I Need” Campaign to Launch the2015 Football Season

The Australian Football League (AFL) today launched its new Media Campaign headed by JimmyBarnes singing the anthem to the Season, “Something I Need” made infamous within popularculture by that of American Band, OneRepublic.

Putting his own uniquely Australian spin on the chart-topping song, appropriately defined withinthe Music Industry as “Pop-Gospel”, its lyrics such as “I had a dream the other night” and “You’vegot something I need, in this world full of people, there’s one killing me, and if we only die once, Iwant to die with you”, embraces the aussie-religious experience of the fighting spirit of Australianfootball.

Not since that of the now infamous Campaign led by Tina Turner has such a large, internationallyprofessional spectacle opened the Season of Football. Jimmy Barnes unique voice screaming out “Iknow that we’re not the same, but I’m so damn glad we remain” brilliantly embraces themulticulturalism of Modern-day Australia, and the likes of Jordan Banister; Josh Kennedy; and TatePears reflect the fit, healthy lifestyle of Australian athletes at their peak.

This new Campaign, likened only to that of a Grand-Final event in itself will blanket the airwaves;traditional-print media, and online social-networking sites in the lead-up to and during the 2015AFL Season Opening. The Players and Clubs letting die-hard loyal fans of the sport know that AFLonly exists because of them… “You’ve Got Something I Need” – spectatorship; loyalty; fandom;support; and encouragement.

You will find enclosed within your media-packets the compete 90second Campaign Commercial“Something I Need”, featuring Jimmy Barnes, as well as the shorter 30second version later to beaired. Complete details; links; and passwords, necessary to view the yet to be launched Campaignonline-sites, as well as the new 2015 AFL Calender featuring the very-best of whom the AFL haveto offer, with all proceeds going to support the Red Cross and Drug & Alcohol Awareness.

Included within all Media-Packets are also samples of the new 2015 Jersey; Motivational-Posters;and a new Full-Family-Game-Ticket which is a new-pricing system wherein the cost of a Family-Ticket includes admission to Game-Day for two Adults; two Children; and all food & drinkprovided at the Game.

Once the Season kicks off, ongoing Media Releases keeping the Fourth-Estate fully updated on allongoing events, games and reaction to the new Campaign will be provided.

So hold onto your seats, because just like Jimmy Barnes says in this new colossal Season-Launchcalling to arms each and every Australian around the country… “If we only live once, I want to livewith you”.

Patrick KeaneAFL Media Manager(02 6649.5827)

5.2.2. TV Commercial:

With consumer trust in television ads increasing from 56 percent in 2007 to 62

percent in 2013 according to Nielson, ad placement is vital in maximising

expenditure. Prime-time TV is a must for the AFL brand to reach its target audience

en-masse. This is when most 25-40 year olds are relaxing after a long day at work or

taking a well-earned ‘time out’ over the weekend. Targeting our advertising during

major TV prime-time shows/events should also be a priority. Utilising major

commercial television stations to maximise our advertising strategy is the goal. This

TV ad is more like a mini television event in itself. We want people to stop what they

are doing and watch. We want them to know that if they have left the lounge room

during an ad break and they hear this song, they KNOW what is on their screens. “TV

remains the front-running format for the delivery of marketing messages based on ad

spend” according to Nielson; the AFL must obtain then maintain their market share.

This television-commercial is the cold-face of the entire Campaign, and as such we

want it Culturally-imprinted upon the minds of the Australian-Public, just as Tina

Turner achieved for the NRL in the early 1990s, only bigger!

… Page 36 …


TV Commercial…

Graffiti Marketing & Advertising Agency 9 June 2014

Client: Australian Football League (AFL)

SFX: http://www.youtube.com/watch?v=qKCGBgOgp08

Scenario: The advertisement begins gently with the music “Something I Need”

by OneRepublic, sung by Jimmy Barnes… The music is tender,

nothing but an acoustic guitar and a softly-singing Jimmy Barnes as we

see a black and white slow-motion visual of the disheartened loss of

AFL players on the field in close-up… As the bass begins in the

soundtrack, we cut to slow-motion black and white scenes of small-

children getting ready to go to a Game in their homes; young groups of

20-somethings meeting-up to go to a match together; a father putting

his son in the car; and women travelling on the train in their football-

outfits (new-merchandising)… As the chorus bursts in, we cut to

(colour) fire-works canons; a packed stadium and a close-up of Jimmy

Barnes standing in the middle of the Stadium on a giant stage singing

his heart out… As the second verse on the audio begins, we see

football games in progress, intense scenes of running and tackling and

score-making, completely black & white except for the bright-red

football which seems to be almost-glowing… As we enter the second

version of the chorus, we see fans leaping to their feet cheering and

screaming their team down the field… At the newly introduced

second-half component of the chorus now introduced begins (“I know

that we’re not the same….”) cut back to Jimmy Barnes, now in black

and white… As the music turns soft again, cut to players in slow-

motion gathering in a scrum… as the music hits its climax, Jordan

Banister grabs the ball and runs down the field at full-pace, cut to the

audience again jumping to their feet screaming and cheering, the

… Page 37 …


http://www.youtube.com/watch?v=qKCGBgOgp08

screen morphing into colour… As the song ends, cut to Jordan Banister

in slow-motion handing the match-football to a young 10 year old fan

in the stands… Cut to a close up of Jimmy Barnes in colour singing “if

we only live once… I want to live with you”… End with Campaign

Banner covering the screen.

Video Storyboard…

VIDEO AUDIO

VO: nil

SFX: music- “Something I Need” by

OneRepublic, sung by Jimmy Barnes (starts

slow and soft)


VO: nil

SFX: music continues

… Page 38 …



VO: nil


VO: nil

SFX: music continues (bass kicks in)

VO: nil

SFX: continue music (music begins to build in

tempo and volume)

VO: nil

SFX: music continues (chorus bursts in)

… Page 39 …


VO: nil

SFX: continue music (music has reached its

zenith of beat with the ‘chorus’ and volume is

‘high’)

VO: nil


VO: nil

SFX: continue music (music begins to build in

tempo and volume)

VO: nil

SFX: music continues (second-time of the

chorus)

… Page 40 …


VO: nil

SFX: continue music (music has reached its

zenith of beat again with the ‘chorus’ and

volume ‘high’)

VO: nil

SFX: music continues (music turns soft)

VO: nil

SFX: continue music (screen slowly-morphs

from black and white into colour)

VO: nil


… Page 41 …


VO: nil

SFX: continue music (music slows down

again… “if we only live once… I want to live

with you”)

VO: nil


… Page 42 …


5.2.3. Merchandising:

Up until the current day, merchandising has been moreso directed towards that of men

and younger boys, within 2015 new-product ranges need to become inclusive of that

of young-girls and women. As mentioned within the first section of this report under

3.3. Merchandising: basic start-up female ranges should be implemented, yet unlike

that of traditional advertising, spectatorship, and merchandising, to which have been

club-aligned, and thereby colour-extended, the foundation of this Seasons Campaign

within the utilisation of black & white imagery, is to present the AFL as a unified

League as a whole, rather than a body of 18 sub-sectioned parts.

Part of the strategy when targeting that of women, is “sex-appeal”, hence upon the

following page is an example of a new AFL 2015 Calendar themed around the

Season’s Campaign, and inspired by that of the enormous success surrounding the

“Fire Fighters Calender”, to which has gained global momentum and notoriety within

merchandising-circles.

In addition to this, if the AFL aligns the proceeds of said Calender to that of one of

the primary-favoured charities, and hence taking opportunity within the selling of

such to give platform; education; and awareness to respective charitable-organisation,

the success of this should reach a new level through appealing to that of women’s

“emotions”, knowing that not only does the purchasing of said merchandise give

personal satisfaction within the displaying, yet also emotional satisfaction knowing

the money has gone to a worthy cause.

… Page 43 …


5.2.4. Magazine Advertisement:

Full-Page Magazine Advertisement… Cosmopolitan Magazine

“Cosmopolitan Magazine is specifically targeted towards the 18-38 year old female

core-target”. [Cosmopolitan Media Kit. 2014.] As one of the primary objectives of the

advertising campaign is to expand the consumer group into the female-demographic,

this is the perfect medium for the intended social-class; and older, more mature urban-

woman. “Cosmopolitan is the Top-Selling Magazine within the ‘Lifestyle Category’

of print-media, with a circulation of 98,294 copies/year”. [Cosmopolitan Media Kit.

2014.] Hence, with the new, sexy, “You’ve Got Something I Need” Campaign from

The AFL; this is the perfect platform in which to reach the female aspect of the

intended target audience, especially if given the “inside cover” advertising space. As

this is the magazine of choice within the Australian, city-dwelling, professional

crowd.

… Page 45 …


………the AFL is

“your” Football League, Australian Players for the

Australian Public… and “You’ve Got Something I

need” in 2015 – support; loyalty; and fandom. We

represent “You”, the Australian People, and set the

example for your children as to what Australian-

Men can do!

………we have

neglected you for far too long ladies. This year will

bring about a whole knew feminine-range of AFL

Merchandising for you to look and feel like the

woman you are within your respective Club-Colours

when you come to support us at our Games with you

Families; your Children; and your Men!

………about

how we only get one life, it woke me up right after

2, I stayed awake and stared at you, so I wouldn’t

lose my mind. And I had the week that came from

hell, and yes I know that you could tell, but you’re

like the net under the ledge, when I go flying off

the edge, you go flying off as well… and if you only

die once, I want to die with you… You’ve Got

Something I Need, in this world full of people

there’s one killing me… and if we only die once, I

want to die with you!

… www.facebook.com/You’ve-Got-Something-I-Need ... https://twitter.com/your-player … www.vimeo.com/m/AFL ... www.AFL.com/

… www.youtube.com/user/AFL-2015 ... www.instagram.com/AFL-I-Had-A-Dream ... 1 GPO Box 5275. VIC. 3001. … 1300 722.515

5.2.5. Out-of-Home Advertisement:

Wrap-Around Bus Advertisement…

Bus-wrap is one of the primary sources of Out-Of-Home advertising, “viewers are

drawn towards a bus wrapping from top to bottom in a flashy ad”. [Hostarticles. 2008.

Page 1.] With utilising the design of the bus-wrap, for the above touched upon reasons

within the design, this most certainly is an unavoidable distractive platform.

By choosing major city suburbs, where people within the target demographic tend to

either, or both, live and socialise, plus utilise to travel to stadium-matches. Full

expose to the advertisement is achieved as “the very fact that they are mobile gives

them added advantage, travels to every corner of the city, hence reaching the entire

market. And unlike the television or radio ads, bus advertisements cannot be turned

off or muted; pedestrians and drivers simply cannot miss a bus ad passing them.”

[Hostarticles. 2008. Page 1.]

… Page 47 …


Out-Of-Home Advertisement…



Product: 2015 Season-Campaign

Title: You’ve Got Something I Need

Writer: Graffiti Marketing & Advertising Agency

Medium: Out-Of-Home Advertisement

HEAD: You’ve Got Something I Need

SUBHEAD: I Had a Dream

(side-of-bus) …Turn on Your Bluetooth Now


(back-of-bus) …youtube address for campaign-commercial

ILLUS:

(…see subsequent page for full-advertisement)

Out-Of-Home Advertisement …Bus:

Buses are a highly-visible medium as they are not a “stationary”

advertisement, they are continuously moving throughout the populous,

… Page 48 …


and can be chosen towards placement of specific cities and suburbs

containing within them the chosen target audience consumer (i.e.

income-earning bracket; age range; and class-structure).

Also, with a bus, one develops full coverage with that of ‘users of

public-transport’, yet also ‘private-car owners’. Buses have become a

highly-popular form of travelling to-and-from games, hence

reinforcing the campaign-message. And by placing the phrase “turn on

your Bluetooth now”, you are able to gain interactivity through linking

a mobile phone to the Campaign-Commercial upon YouTube

accessible via the link, and an anthem to set the mood for the Game.

LOGO:

SLOGAN: You’ve Got Something I Need

Example of Actual Out-Of-Home Advertisement:

… Page 49 …


5.2.6. Interactive Advertisement:

According to Sensis (2012) 79% of large business has a social media presence; 84%

of people access the internet every day; 97% of social network users use Facebook:

and 63% of users access social media after work. As such, marketing should be

directed to consumers mainly between 5pm and midnight, with continued updates,

campaign advertising, notification of sales and new lines posted on both Facebook

and Instagram between these times.

43% of the combined male and female AFL-demographic, aged 18-49 years are those

to whom get their news online, do their shopping online, and socialise online. Thus, as

the majority of everyday living is becoming a moreso digital-online-world, any

advertising campaign must have a strong digital-footprint in order to have full impact.

… Page 50 …


Interactive-Advertisement…



Product: The AFL’s 2015 Season-Campaign



Medium: Interactive Advertisement



ILLUS:

Interactive advertisement…

Any business these days not capitalising on the growing use of modern technology as

part of their marketing campaigns are not maximising their advertising dollar. The

chosen demographic for this campaign is the (18-65 year age bracket, by association),

yet primarily to the 25-40 year age group – those who also engage in highest usage of

smartphones and other electronic devices. In this campaign, we will maximise

advertising on Facebook and Instagram focusing on the 6pm to midnight bracket by

using these mediums to promote the launch of the new-campaign, sales and events,

and special promotions. Users will be encouraged to upload photographs of

themselves to Facebook and Instagram showing how they support the AFL to give

them “Something They Need” and how the AFL supports them in “Their Dream”.

… Page 51 …


5.2.7. Social Media:

As mentioned within the above “Interactive Advertisement”, 84% of people access

the internet every day; 97% of social network users use Facebook: and 63% of users

access social media after work.

The intent of this Campaign is to launch the 2015 AFL Season in a massive “Grand

Final” styled-fashion; re-establish connectivity between the players and their publics;

make female-demographics feel more inclusive; and increase the quality and quantity

of AFL Fandom.

The way in which to achieve this within the new Millennium is through Social-Media;

the water-cooler of the 21st Century. This allows the AFL to blanket peoples lives

with the Campaign-Commercial; Theme and Message; generate awareness of new and

inclusive merchandising and product ranges; create two-way interactive

communication channels between the AFL and her audience; and allow fans to

connect and chat with their player role-models; whilst allowing the players

themselves to improve and polish their public-images and profiles.

… Page 52 …


Social-Media…



Product: The AFL’s 2015 Season-Campaign



Medium: Social-Media



ILLUS:

AFL 2015 You’ve Got Something I Need-Campaign Sites/Pages…

AFL on YouTube:

… Page 53 …


AFL on Instagram:

AFL on Twitter:

… Page 54 …


AFL on Facebook:

… Page 55 …


5.2.8. Player Access:

Player indiscretion and behaviour from different Clubs over past years have lead to an

ever increasing problem with ‘player accessibility’ within the AFL and its supporters.

As a consequence, before and after games “signings” no longer suffice as the

interrelationship standard and extent between that of role-model players and their

fans.

Also, to this, as mentioned earlier, “Charity Work” will move from the corporate-

attended ballrooms and events, and taken into that of the streets; the play-grounds; the

schools and the community.

Players need to lift their game, coaches will be held to a higher-accountability, as well

as the players themselves for breaches within the “Zero-Tolerance” Rule. Young

children and adults look up to the AFL Players as role-models, and as such player

behaviour needs to reflect this responsibility, both within moral and ethical

behaviours and attitudes, as well as community support; engagement and activity.

Time will be set aside each week for players to log-on and interact with their

followers and fans to keep them up to date as to their activities; informed of their

charity work and organisations; and emotional connectivity within our Campaign-

Slogan, informing their followers that “you’ve got something I need!”

Public Relations, i.e., social-media interaction with AFL supporters are equally as

important as Club-Training… as without the supporters, there is no Club.

… Page 56 …


Tate Pears on Twitter

Jordan Banister on Facebook:

… Page 57 …


6.0. Conclusion (Fandom):

Australia’s National Identity is inescapably linked with that of sport. Fandom, or

“Fanaticism” is usually part of each sport, be it football, tennis, or even golf.

Sport is by and far one of the most powerful vehicles for cultural identity and

clarification. The enjoyment, participation, and spectatorship therein does not

discriminate across race and class as to whether or not it reflects upon ones

nationalism, due to the fact that the plethora of sporting activities defined within

national boarders extend beyond the reaches of restriction and bias.

The primary rally cry-to-arms in which sports-spectators utilise to work-themselves-

up into a state of competitive-spectatorship, is primarily within the group-utilisation

of “chanting” and “song”.

The above listed “2015 Campaign” utilises this traditional method of music in the

battle-cry of sport. Motivational music; jingles; and themes have been utilised within

advertising and marketing for decades because of the ‘emotional’ influence to which

it holds.

Therefore, what better way in which to promote Fandom and encourage audience-

viewership other than a motivational call-to-arms advertising-campaign, utilising a

rallying emotional-song, sung by one of Australia’s greatest icons in Jimmy Barnes,

blanketed across social-media and television-sets around the country.

“Brian Mossop characterised the context of Australian sporting passion when he said,

“we are obsessed in the broadcast sense, but can be grouped as devotees, fanatics,

zealots and in some cases, even worshippers…” Sport has been called an Australian

super-religion and has been described as wholesome, being the ultimate and capable

of doing no wrong”. [Parker. 1996. Pp. 3.]



-conclusion (fandom)AFL

… Page 58 …


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-referencingAFL

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http://blog.coles.com.au/2014/03/05/afl-micros-spotted-in-coles/

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13. media, adv, sport & society... major assignment (afl)

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