Boots and Dreams.
The Problem
Qantas is the Major Sponsor of the AFL’s Indigenous Programs. However they are dramatically out-spent by other AFL sponsors. Our brief was to create a simple AFL Record press ad to highlight the sponsorship. Our vision went far beyond our client’s original brief. We believed that we could add far greater depth and meaning to the sponsorship than just promote Qantas’ “Official Airline” association with this fantastic program, by creating a season-long dialogue with fans through a travelling exhibition, and raising much needed funds for Indigenous charities at the same time.
The Solution
We discovered a surprising fact. Indigenous Australians make up just 2.5% of the population but an amazing 11% of AFL professionals. Our idea was to leverage the love affair Indigenous Australians have with the Australian game. We asked the AFL’s leading Indigenous players to donate their playing boots, which were then painted by prominent Indigenous artists. With these players’ boots we created the Qantas “Boots & Dreams Exhibition”. Launched in the National Gallery of Victoria, the exhibition was unveiled to the public at Federation Square in Melbourne and an online gallery was created. The exhibition toured key locations across the country, including Australia’s premier sporting venues and Qantas Terminals. It featured in Melbourne’s Federation Square in the lead in to the AFL Grand Final to capitalise on the sport’s biggest week.
The Results
The results were incredible. Over 450,000 people viewed the exhibition. Over 2,000 site visits were achieved with no paid media (33% increase on objective), with an average time on site of five and a half minutes.The exhibition appeared in Sports TV shows, live TV crosses and AFL game broadcasts, delivering $705,000 earned media value. The exhibition also attracted the attention of two of AFL’s biggest personalities. Lance ‘Buddy’ Franklin loved the design of his boots so much he requested another pair be painted which he then wore in Hawthorn’s stunning MCG victory over Carlton on May 23rd generating much TV and print media coverage. Collingwood Football Club had previously declined to participate due to a club sponsor conflict however within one week of the exhibition’s launch Club President and Channel Nine personality Eddie McGuire made a personal request to Alan Joyce that a pair of Leon Davis’ boots to be added the exhibition. It’s fair to say we kicked a goal for Qantas.
Awards
