Optus partners up with Mundial to showcase Australian Premiere League fans in new TVC
Celebrating what it means to be a fan of the Premier League, from a uniquely Australian perspective, Optus has partnered with English football magazine Mundial to find the most dedicated fans in Australia.
The new campaign, Because Football, developed by Mundial, together with UM and Yes Agency, is a documentary project that celebrates the unique and vibrant world of Australian Premier League fans.
There are 20 fans, supporting 20 teams with 20 stories to tell. Six of these stories will play a role in Optus’ 2018/19 Premier League advertising campaign.
Says Melissa Hopkins, director marketing, Optus: “Australian Premier League fans are some of the most passionate and dedicated in the world and we felt it was about time they were genuinely celebrated.
“The opportunity to collaborate with Mundial, who are widely celebrated in the football world for their deep-rooted passion, understanding of fan culture and strong point of view, was pretty much a dream come true for most of the team.”
Mundial’s editorial team scoured the country to find fans who best encapsulated Australia’s distinct Premier League culture.
There is Dean, for instance, who lives in Brisbane and follows Manchester United. But he may as well live at Old Trafford. Beyond living by night during the season, he has covered his world in reminders of Manchester United: from the tattoos across his back, to the rare merchandise throughout his house, and the custom branding splashed across his hatchback.
For Dean, it’s never just about the game; Manchester United is the most important cultural institution in his life.
Says James Bird, associate editor, Mundial: “It is a big part of my job to meet, talk to, and write about football fans and football culture, and Dean is possibly the most dedicated fan I’ve ever met.”
Another great character was Mary, who is a grandma that lives on the Central Coast and just last year, got a tattoo of Arsenal’s crest on her arm.
Says Bird: “Nans are often seen as cute, cuddly, and old. Mary is definitely all of those things, but she’s also the most hardcore of hardcore Arsenal fans.”
For Chelsea fan Samuel, who moved to Australia from Nigeria to study to become an Environmental engineer, it was the connections he has made through football that has made him feel at home.
Says Bird: “When talking about how football brings people together, Samuel is the perfect example. He talks about football uniting, transcending, and ultimately providing a family for anyone, anywhere, at any time.”
Originally a Fanzine put together by football mad friends, Mundial commands a place of authenticity few publications carry in the Premier League world.
The fans and their stories will now celebrate exactly what it means to be a Premier League fan in the farthest corner of the world, in line with the start of the 2018/19 Premier League season.
The stories will be launched across Mundial digital platforms and feature in the next print edition of the magazine. The accompanying Beyond Football advertising campaign will launch this week across television, street furniture and online.
Optus continues to provide Optus Sport to all Australians at no cost until August 31, 2018.
6 Comments
An opportunity missed. Reminds me of Lukaku.
Another miss in August.
God Optus are hopeless.Totally and utterly PATHETIC!!!
More dull Australian advertising with talking heads. Come on guys, get beyond this garbage
So you decided a media partnership would be better than hiring an agency. Ended up with a complete failure. Who would have guessed it? Next…
God knows they have enough agencies..surely one of them could have done better than this?