A cultural sea change that made football a populist Australian sports code
The brand strategy enabled the sport to dramatically reframe it’s former reputation – this was Football, but reinvented - with a new point of view, a new attitude, and a sure-footed sense of what the brand was and what it wasn't. Based on untapped insights about our audience, the brand was seen as different yet at the same time incredibly authentic. The brand emerged as one which challenged conventions and conventional views - with communications setting up the code as a bold, irreverent, spirited brand with: “It’s Football But Not As You Know It”.
It was light years from what 'old soccer' represented in the past. The A-League brand experience was a true reflection of the intended brand strategy: bringing to life a new purpose, establishing a distinctive cultural identity and successfully engaging new interest in the sport - setting up the code to be successful for years into the future.