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2015 One Show - Social Media

Its Your Call

Agency Whybin\\TBWA Group Melbourne / South Melbourne

Client 3AW
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Annual ID

151173A

About the Work

3AW Football Radio was steadily losing its audience. Once loyal listeners were now watching the game on their smartphones. Vivid, off-the-wall radio commentary is a hallmark of Aussie Rules Football. ‘It’s your call’ reminded footy fans that radio commentary could be more colourful than any screen. Using the 3AW Facebook page, we gave fans the opportunity to submit their classic footy calls before each week’s big game. And each week, the best call was used during LIVE game commentary. The most popular entries were also featured in socially-created print and radio ads. We turned football fans into participants, and participants into listeners. Daily engagement on the 3AW Facebook page increased 140% and average daily reach increased 280%. We gained 72000 unique listeners during the football season. And took 3AW Football from third to Australia’s number one rated sports radio station.