TIMING
April 08 – Dec 08
COMMUNICATION OBJECTIVE
To leverage Qantas’ sponsorship of the Socceroos and give FOX SPORTS viewers an insight into the team.
SOLUTION
Each week, FOX SPORTS and Qantas created a segment called Qantas Socceroos Update (QSU), to run within the soccer magazine program Total Football.
The content of these segments vary from week to week and include profiles on rising stars, best players from the Internationals, interviews and ‘at home’ with players providing character insights for viewers.
These weekly segments are also cut into interstitials and are teamed with a Qantas billboard and adjacent TVC. To maximise reach, the interstitials are telecast across FOX SPORTS 1,2 & 3 and FOX SPORTS News in targeted programming such as the A-league, Socceroos Internationals and English Premier League.
RESULT
The campaign is currently on air and Qantas is impressed with the highly quality weekly segments and audience reach for the interstitals.
FOX SPORTS shows a different angle of Socceroos each week and has conducted interviews with Mark Schwarzer and potential Qantas Socceroo Jade North amongst others.