3AW Football Radio - It's Your Call

Social Media driven Direct Response Campaign

Background
3AW Football Radio was steadily losing its audience. Once loyal listeners were now watching Aussie Rules Football live on their smartphones. And worse still, tuning into rival radio stations. We didn’t just need to win back listeners, but also their loyalty.

Insight and Idea 
Vivid, off-the-wall radio commentary has always been a hallmark of Australian Rules Football. With ‘It’s your call’, we reminded football fans that radio commentary could be more colourful than any screen.

Using the 3AW Facebook page, we gave fans the opportunity to create and submit their own footy commentary calls before each week’s big game. And each week, the funniest, most entertaining submissions were used during live game commentary.

Results
Footy fans were all over it “like seagulls around a potato cake”. Daily engagement on 3AW Facebook page increased 140% and average daily reach increased 280%. We turned participants into listeners, gaining 72,000 unique listeners during the football season. 3AW Football went from third and slipping, to Australia’s number one rated sports radio station.

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