2002 BEST USE OF OUTDOOR WINNER

WINNING ENTRY - Austar Kicks A Goal

COMPANY - Universal McCann

CLIENT - Austar Communications

SPONSORED BY

OBJECTIVE

Austar is the only pay-TV provider to regional Australia. The introduction of the Fox Footy Channel, a fully dedicated AFL channel, to the Austar line-up created an opportunity to increase Austar subscriptions in regional Victoria, where people are passionate about the sport.

CAMPAIGN

Universal McCann created a mobile billboard with four AFL goal posts attached to it. Six of these billboards toured regional Victoria over a 15-day period. Using local radio and word of mouth, residents of regional centres were invited to kick a goal through the posts.

RESULTS

The campaign achieved a 104% increase in subscriptions to the Fox Footy Channel over the campaign period.