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Optus
Case Study
3x higher intent to subscribe to Optus Sport after seeing the campaign.
3X
Higher intent to subscribe to Optus Sport after seeing the campaign
120%
WWC sponsorship association
+14pts
Inspires the next gen
The Challenge
How do we create hype in the lead up and during the Women’s World Cup (WWC), to encourage people to sign up to Optus Sport.
The Insight
Engagement in women’s sport is on the rise but still lacks media coverage. The WWC which was hosted in Australia was projected to be a point of exponential growth locally.
The Idea
A partnership between Optus & News Corp to accelerate the growth of women’s sport locally. We have used the WWC as an opportunity to drive interest in women’s football and inspire the next generation of kids to follow their dreams through impactful formats, integrated content & extensive coverage to connect fans with the tournament.
Products Used
For this campaign we executed through these mediums:
DISPLAY
AUDIO
The Stats
The WWC partnership between Optus & News was significant, playing a dual role in building both Optus Sport and the Optus masterbrand. Intention to subscribe to Optus Sport tripled (24% exposed vs. 8% control).
The campaign successfully aligned Optus Sport as the official broadcaster to the WWC with sponsorship association up +120% (22% exposed vs. 10% control) Favorability for the Optus masterbrand was up +16% (57% exposed vs. 49% control) and intention to sign up to Optus up +32% (45% exposed vs. 34% control).
3X
Higher intent to subscribe to Optus Sport after seeing the campaign
+120%
WWC sponsorship association
+32%
Intention to sign up to Optus platform
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