It’s Feeding Time
CLIENT
CRONULLA SHARKS
THE BRIEF
One of the most popular football codes in Australia is Rugby League. And one of the most popular teams are the Cronulla Sharks. However, a recent run of bad luck saw the club disgraced, losing revenue and, most importantly, their members and fans. So, our objective was to launch their 2014 season in a way that would re-ignite their current fans passion and drive membership among both an existing and new audience.
We created a direct campaign called ‘Feeding Time’ which saw two Sharks club legends travel to Cape Town, South Africa, to find the fiercest versions of the Sharks mascot and then feed their opposition’s jerseys to them. The captured destruction became interactive online content, which fans could share with friends as the ultimate pre-game ‘taunt’ throughout the season. Game day posters gave fans the chance to use their smartphones to see jerseys getting destroyed. Before sharing with friends. And the real tattered jerseys themselves were framed as memorabilia and auctioned via the club website, with proceeds going to Shark conservation.
