Sydney Swans launched Swanday, a campaign aimed at getting more Sydneysiders watching the footy by linking the AFL team to weekend ritual.
The campiagn by ndependent adverising agency ScienceFiction is active across digital, OOH, partner venues and at local clubs.
Matt Arbon, creative partner, ScienceFiction: “Unlike the diehard supporters who have most of the season locked in, casual fans don’t look much further than the upcoming weekend. We want to show them that a fun weekend can fit perfectly around a
day at the footy watching the Swans.”
“Our strategy identified that a big part of that shift would require a long-term brand asset to help establish Swans games as a memorable centrepiece for their weekend plans.”
Billy McLean, marketing manager, Sydney Swans: “Swanday provides us an adaptable and complementary brand extension that drives association between the Sydney Swans experience and its place as a weekend ritual – whether the Swans are
home or away.”
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