Hyundai A-League: The Great Christmas Wrapping Swindle

Lowe Sydney

SUMMARY

BRIEF:

Sell tickets to a Boxing Day football match between neighbourhood rivals, Gold Coast and Brisbane.

PROBLEM:

Our target was fickle, with the season average attendance a dismal 4000 per game.

To make matters worse, Boxing Day in Australia is usually reserved for watching cricket and finishing off leftover food from Christmas Day.

SOLUTION:

Free Gift Wrapping stalls throughout Brisbane in the lead up to Xmas. The paper appeared normal but actually featured tiny illustrations of Brisbane players in compromising situations. Thousands of shoppers, too preoccupied by their last minute panic, walked away with their gifts wrapped.

We then sent a press release to media outlets, exposing the swindle and pointing the blame at the Gold Coast.

RESULTS:

A bonfire of rivalry.

Match attendance of 10,024 – the highest in Gold Coast’s history, and more than double (+103%) the season average.