Thirst Creative successfully pitched creative concepts to Fox Footy who were looking to increase awareness of the Fox Footy brand, the dedicated AFL channel within Fox Sports.
Thirst Creative developed the hero concept that was used across all communications channels which promoted Fox Footy, while supporting Fox Sport’s “I am, we are” positioning.
As the only dedicated 24/7 AFL channel, the objective of the campaign was to increase awareness and drive tune-in and overall engagement across platforms, broadcast, social and digital. The campaign also had to showcase the premium nature of the channel, as the only place to see every game of every round live in HD.
Thirst Creative’s solution was “everything AFL”. This was designed to resonate with all levels of fans – from followers to fanatics – and tied in seamlessly with the master “I am, We are” campaign. Because of the flexibility offered by Thirst’s approach, this campaign could be used with all of Fox Footy’s proof points: players, games and experts.
The creative was designed was featured across: on channel promos, print creative (newspapers, magazines), radio sports, social media, banner ads, and end frames of videos.