Cronulla Sharks: Feeding time

This case study shows how the Cronulla Sharks Football Club used original video content to turn negative sentiment into pro-active support from fans and the media.

Cronulla Sharks: Feeding time

Agency: GPY&R Sydney

Brand: Cronulla SharksAdvertiser: Cronulla Sutherland Sharks Rugby League Football ClubCountry: Australia

Objectives

'Up, Up Cronulla!' is the war cry of the Sutherland Shire's favourite NRL1 team, the Cronulla Sharks. Truth be told, the start of the 2014 Premiership season was more of a down, down time for the footy club. A drug investigation that cost them A$1.5m, and an inappropriate photo sent the media into a negative frenzy about the Sharks.

Despite 46 years of fierce battling on the field, they also hadn't taken home the Premiership title, so...

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