Case study · Paid social · Perth, WA · 2020
Optus Stadium: paid social for the 2020 AFL hub games
Two audiences, one stadium. We sold the hub games as a city weekend to regional WA and as a rare fixture to Perth.
The brief
In 2020 the AFL hub brought interstate teams to Perth for a season nobody had planned for. Optus Stadium needed to grow awareness, drive traffic to its website and turn that traffic into ticket sales.
The work
We built the campaign around two audiences, not one generic AFL fan. For West Australians outside Perth, the hub games were a reason to turn a weekend in the city into a footy getaway. For locals, they were a rare chance to see interstate sides they would normally never watch live.
The campaign rode Tourism WA’s 2020 push for West Australians to explore their own state. Facebook and Instagram ads were targeted by AFL interest, team affiliation and location, so the budget went to fans of the sides actually playing.
The result
A campaign for every hub game, each aimed at fans of the sides playing and sent straight to the Optus Stadium and Ticketmaster pages.
The takeaway
When the usual crowd can’t travel, find the two crowds who can, and give each its own reason to buy.
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