Sport retailer rebel uses digital out of home to celebrate the return of AFL

Chris Pash
By Chris Pash | 11 June 2020

Leading sport retailer rebel has launched an integrated media campaign to celebrate the return of the AFL post lockdown and today's opening contest between Richmond and Collingwood at the MCG today.

With the Sport is Calling campaign, rebel wants footy fans to celebrate every minute leading up to the big moment when the siren sounds, the ball goes up and footy is officially back.

Outdoor media specialist QMS will be broadcasting a live and minute-by-minute countdown across their digital billboards in the lead up to the opening bounce.

Jennifer Gulliver, rebel general manager customer and marketing, says Australians have been waiting patiently for the AFL’s return.

“For AFL and sport fans in general to go without footy for almost three months has been tough," says Gulliver.

"But for a business like ours that is built on sports and fandom, we just had to be a part of this momentous occasion and wanted to make sure Aussie footy fans across the country were counting down just like we are."

QMS CMO Sara Lappage says speed, flexibility and dynamic capability are keys in delivering clever and memorable digital out-of-home  (DOOH) campaigns.

“DOOH allows us to deliver dynamic campaigns that showcase relevant content with speed and efficiency enabling seamless integration with multiple quick response mediums and formats,” says Lappage.

rebel’s Sport is Calling campaign launched this week and will be counting down to the AFL’s COVID-19 return game against Richmond and Collingwood this Thursday evening using DOOH, in-stadium signage, online, TV and in-store media.

Client: rebel
Campaign: Sport is Calling
Creative: The Monkeys
Media: OMD

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