GPY&R’s ‘Get a guernsey’ promo this weekend: Melbourne Football Club to name two supporters to be in their official team
In a sporting first, the Melbourne Football Club will name two supporters to be in the official side – via GPY&R, Melbourne/Sydney’s ‘Get a Guernsey’ Promotion, launching this weekend.
‘Get a Guernsey’ offers a once in a lifetime opportunity for two fans: the chance to be named in the official side for the round 5 clash versus Brisbane.
The struggling AFL club will break new ground for membership drives andinvite fans not to just support the team, but to actually be in theteam.
Special league permission has been granted for the Demons to name a sixman extended bench, with the two extra players being Melbourne members.
To realize their dream of making an AFL team, fans must become signedup Melbourne members. The winners will be selected by coach Dean Baileyand captain James McDonald and will need to prove, by video submission,why they deserve a spot on the side.
The winning members (male or female) will be named in the official teamat the pre match press conference. They’ll train with the team, receivetheir official jumper and number from president Jim Stynes, coach DeanBailey and captain James McDonald before the match, before running outonto the MCG in front of thousands of screaming fans.
In his press conference to launch the promotion Dean Bailey said: “Werelooking for two exceptional fans, people who want to take their passionand commitment for the team onto the field. If you think it could beyou, sign up today”.
The integrated campaign, a collaboration between Melbourne & Sydneyoffices of GPY&R will feature TV, internet, outdoor, POS, viral, PRand social media.
Agency: GPY&R
ECD’s: Ben Coulson, Julian Watt
Creatives: Alex Wadelton, Ant Simmons, Paul Meates, Evan Roberts
Producer: Adrian Mills
Client: Melbourne Football Club.
43 Comments
The D’s really are struggling. Poor bastards.
Original idea, punters will love it. No complaints here.
Nice to see a footy club having some fun with their marketing and offering an original insentive to their fans. Good on ya D’s!
Not bad, not bad at all.
Could be good if they do it well.
That’s a cracker idea!
I don’t see the big deal. Anyone could get a guernsey with Melbourne at the moment.
Awesome!
Great creative idea, but who couldn’t play better than the Melbourne at the moment.
I heard about this on talk back radio this morning. It was creating some funny chat. I think it’s a great idea for generating media talk.
Lets go Dees! First win this weekend, Bang!!
This will go down a treat with the footy media, well done.
GO RUSTY woooooo
Check out big footy, punters are loving it on their blog.
It’d be a great idea if the winners actually got to play. People (mainly kids) run out onto the ground every week with teams. Why wasn’t this launched at the start of the season?
Hope Dean Bailey can coach, he sure can’t act!
Interesting promo idea. Fresh. Hope it works.
Ok, that is an original idea. That’s what we are hear for. Nice.
like it.
Kids don’t get officially selected in the side every week. Id love to see my name in the paper playing for an afl club, then I could bullshit the gran kids!
JWT did pretty much the same thing 2 years ago for the HSBC Waratah’s.. ‘Jersey 23’: http://www.hsbcjersey23.com.au/
NRL ‘Key Signing’ by Three Drunk Monkeys…
For the Ds sake I hope Brownie enters and they rig it so he wins. That’s the only way they will beat Brisbane.
Bloody good idea though.
God. Is everyone on pingers or something? All the hate seems to have evaporated on this blog. Maybe it’s cos it’s Friday…
It’s only vaguely related but remember when Garry Hocking changed his name by deed poll to “Whiskas” in 1998 so he’d be named in the team and called by the broadcasters? LOL.
NRL ‘Key Signing’ by Three Drunk Monkeys was a membership recruitment drive, and a brilliant one at that. But there was no on-field role. That was the joke, 2:48.
What a lovely idea. Nice one guys.
Go the Dees!!!
A Cannes lion might be the only trophy you get, but thats ok, you’ll be great again one day.
Sweet idea.
1.54. you need to get a life and stop scouring the internet for campaigns that are vaguely familiar to what’s being posted. It’s getting sad. If you spent your time writing ads rather than writing comments we’d all be much better off. Because I’m just trying to understand the motivation. What? You saw this and went… “Quick I should go to google and search high and low until I find something vaguely familiar then post it, and hopefully it taints other people’s opinion of this work. After all if I actually voiced my opinion I think I like it, so I better find another way to take it down. and what’s worse if you bother to visit these supposed same things… they’re not. But who cares right? On the blog people will still think there’s something out there that’s the same.
Now the disclaimer: Don’t work for Patts. Don’t particularly like this idea. Not a footy fan. Hate this repeated blog behaviour.
Great idea.
6.48.
No. Actually some of my mates at JWT worked on it for ages. And it was pretty much the same – a fan got the chance to ‘become player 23’.
That’s not what the website is about anymore, because the campaign is about 2 years old. But it was the same idea.
That’s cool, wish i’d done it.
Check out how close together all the positive comments were posted. Guys, when praising your own idea (even suggesting it’s worth a Lion??) try to leave a gap between your ‘anonymous’ comments.. it looks more authentic.
Why no mention anywhere in the ad land media of the creators of the OPSM sponsorship of the AFL umpires shirts.
Now that’s a fantastic idea!
I’ve heard more media chat about that in the first three weeks of the season than any of this.
.
Jersey 23 was exactly the same idea. Sorry boys.. time to stop writing positive comments about your own ad, face the fact your idea isn’t new.. and get back to work.
http://www.hsbc.com.au/1/PA_1_2_S5/content/australia/about/news/archive/2009/090206.pdf
http://www.bandt.com.au/news/73/0C067B73.asp
Pitty the person who likes to read the posting times at the bottom of an ad blog.
Pingers mustve worn off.
Just looked up the Jersey 23 idea. It’s a comp where you do an online quiz and can win a jumper with 23 on it. They send it to you in the post.
There is a similarity in the Guernsey, Jersey thing but that’s where it ends.
You are not selected in the actual team, no league rules were changed so that you can be named in the official side, train with the real team, run out on the feild with them, sit on the bench with them, go in the rooms during the game and open any paper in the nation and see your name in the side.
It seems ‘Get a Guernsey’ is genuinely the first time any of these thing have happened in a promo. That’s why I liked the idea, it goes a lot further than any other membership promo I’ve seen.
No disrespect to the 23 idea, just clearing it up.
The guy who does this on every new campaign on this blog really needs to look harder before crying wolf.
I surpose he’ll spit some more venom on this blog, but i wont be reading any further. I’m cool with this one, well done to those who made it.
If you took out posts from the guys at JWT defending their ‘Jersey 23’ idea, and take out the posts from the GPY&R creative teams praising/defending their own work.. you’d have no posts on this thread.
If you took out all the comments, there’d be no comments on this thread.
Great idea. Fun and perfect for the market. Well done.
GO YOU MIGHTY DOCKERS! One hand on the Cup boys, one hand on the Cup!
There is a current Class Action Lawsuit that was filed by several retired players against NFL Films. The lawsuit challenges the unauthorized use of the retired players’ names, images, and likenesses to promote the NFL brand and otherwise produce revenue for the NFL.