Victory not guaranteed: new Vodafone Warriors campaign focuses on the fans

  • Advertising
  • February 18, 2014
  • StopPress Team
Victory not guaranteed: new Vodafone Warriors campaign focuses on the fans

Rather than falling into the regular sports advertising trope of the burly sports star making a great play, the team at &Some* has instead opted for a fan-centric approach that doesn’t hold the promise of victory.

The idea behind the ‘game of hearts’ campaign comes to life most evidently in the print versions, which feature the faces and quotes of six different Vodafone Warriors fans—both male and female—of different ages.

Jasmyn Rixon, a senior account manager at &Some, says that objective of the campaign was to capture the voice and face of the fans with real emotion.

“[It’s] a move away from the flashy, over-staunch, ‘we will win’ feel of most team campaigns to a more heartfelt and true positioning,” she says. “It’s a fresh way to bring to life the Vodafone Warriors brand. It focuses on the fans, doesn’t over-promise, and it’s true.”

Given that the Vodafone Warriors didn’t have the best season last year, it was always going to be risky to rely on the truth to sell tickets. With this in mind, the creative team at &Some decided to incorporate elements of self-effacing humour into the campaign to push the idea that being a Vodafone Warriors fan might not always be a glamorous trophy-laden affair, but being in the stands always offers a good time. 

To further concretise this idea, &Some also created a Vodafone ‘Warriors forever’ emblem, which Rixon explains was designed in a tattoo style that hints at permanence and commitment.

"We sat down with the Vodafone Warriors club and also the fans to find out what the brand means to them. We then went about designing an emblem that would give a true reflection of what they shared with us." 

Rixon says that the six different billboards will remain on display throughout February and March, after which &Some will initiate game-specific campaigns for each of the 11 home fixtures for the season.

*Disclosure of interest: &Some and StopPress form part of the Image Centre group.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

How is this still a thing? Reader's Digest curates 'articles of lasting interest' for nearly a century

How is this still a thing? Reader's Digest curates 'articles of lasting interest' for nearly a century

In the last 97 years, the world has suffered the Great Depression, countless wars, the rise of tyranny, innumerable natural and man-made disasters and political scandals. We’ve mourned the rise of terrorism and celebrated the invention of the internet. We’ve put humans on the moon and explored that last frontier, oppressive regimes have fallen and human rights milestones have made history. Throughout it all, one thing has remained a constant of bathroom magazine baskets and rest home libraries: Reader’s Digest. Caitlin Salter talks to Australiasian group editor Louise Waterson about how this general interest publication has stood the test of time, and what the future holds.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit