September is going to be a busy month for many sporting fans. Not only is it the start of the AFL finals series, it is also the much anticipated Rugby World Cup in England. With major sporting events come major marketing campaigns.
Companies make large investments in the quality of the content, as these periods have a large number of ‘eyes on screen’. Creative and unique adverts are an effective way for a brand to engage with its customers.
BMW has rereleased an advert that was originally employed for the English rugby team earlier in the year for the 6 nations tournament. They have cleverly repurposed the material, as they are the Official Vehicle Partner of the Wallabies. The advert feeds into the patriotism of global sporting matches. The eerie, cinematic and modern imagery perfectly accompanies the choice of ‘Waltzing Matilda’. The car never features completely, but is clear that it is part of the journey. There is subtlety in the production, as it quite effortlessly portrays the game day anticipation for many fans.
Ogilvy & Mather Melbourne, the creators behind the campaign, have certainly made an advert that makes even the most non-rugby lover, eager for the coming tournament.
General Manager Michael McEwan said, “We hope the pairing of stunning visuals with the enthusiastic sounds of Australian supporters creates an emotive and patriotic response, aimed at drawing in fans of the Wallabies and sport enthusiasts alike”.
It is a good example how the product does not need to be the centre of attention, and sometimes an idea or theme is more effective.
1. The Message
Think about what key messages you want to deliver to your customer. In the case of the BMW campaign, it aimed to build Australia’s patriotism towards the team and anticipation for the tournament.
2. Subtlety is key
Customers are very aware if they are being sold to. By aiming for a restrained campaign, the messages are going to be more effective. Selling an idea can be more successful than selling a product.
3. Strong imagery
Beautiful photography or video is a great way to gain impact with your customers. By making them feel something, they are more likely to listen. This is important for not only an advertising campaign, but all facets of the business, such as website design and social media.