Promoting the Good Work of Clubs
Earlier this year, ClubsNSW relaunched its highly successful ‘Made Possible’ advertising campaign across regional and metro television, digital streaming services and social media.
The aim of the three-week campaign was to demonstrate how registered clubs provide important benefits to the quality of life in NSW, which includes financial investment, providing employment and delivering crisis support through emergencies such drought, bushfires, floods and the COVID-19 pandemic.
Comprising four segments, the campaign focuses on what registered clubs help make possible — employment, charities, junior sport and volunteers.
Rather than using paid talent, the campaign showcases authentic stories of people who have had their lives changed for the better with the support clubs provide. Each person tells a story in their own words:
- Jenny – started working at a club during university and describes how through the ongoing training and support provided, it has allowed her to progress towards higher-ranked opportunities in her professional career
- Libby and Winnie – in this heart-warming story, a mother describes how the Little Wings service (which is supported by many registered clubs) allowed her daughter to receive life-saving treatment
- Nathan Hindmarsh – a well-known sportsperson who describes how during the grassroots stage of his career his talent was fostered and nurtured by a local registered club
- Craig – a surf lifesaving volunteer with the Warilla Barrack Point Surf Lifesaving Club, which has been supported by Warilla Bowls and Recreation Club for 61 of the 63 years that the surf club has existed.
Achieving great exposure in a short amount of time, there were 328 television spots which delivered a total reach of 3,484,108 in the Sydney metro area and 908,781 in regional areas of NSW.
Digital streaming services delivered 2,017,796 total impressions and 1,625,854 completed views.
The campaign creative was produced in multiple formats and received views on devices such as:
- TV — 46.71 per cent
- Mobile — 30.34 per cent
- Desktop — 22.95 per cent.
This evergreen campaign is a good reminder of how clubs are trusted, safe and accessible venues which make valuable contributions to their surrounding communities.
We encourage clubs to download the brief videos here and continually share them across their websites and social media accounts. ClubsNSW is also on the lookout to film new segments to bolster the campaign in the coming months
Related
