AFL players chat with fans via Live Video call
AFL’s nationwide DOOH campaign promoted the Finals. However, at peak times, select digital panels switched to a Live Video Call with star players appearing on the screen and beckoning passers-by to answer their call. The players chatted with fans and gave them challenges in exchange for free tickets and flights to the tournament, which they presented to the fans personally on site.
The DOOH campaign high coverage raised awareness for the AFL brand and the tournament. The ringing panels disrupted the daily routine of passers-by, grabbing attention and increasing recall.
Exclusive content, personalisation, live interaction and the humorous aspect of the campaign built a genuine dialogue and trust among consumers. Participants and the on-lookers were delighted to meet the stars and the campaign gained traction on social media and in the press.