Requiem for a pie
Creating the campaign the government should have made to get sport back on the menu.
Australia was half way-out of lockdown. Sport was back, but fans were still stuck at home. To help get fans back in the stands, we needed people to download the Government’s COVIDSafe app.
But downloads had plateaued well short of the target number. Uninspiring campaigns about ‘getting back to work sooner’ just weren’t motivating Aussies. So, we stepped in to mobilise the biggest segment in Australian society - Sports Fans - with something they really cared about. The humble meat pie.
CLIENT
TAB
ROLE
Concept & Creative Direction.
RESULTS
+2 million downloads of the COVIDsafe app since campaign launch.
Stadiums reopened 2 months later.
The great pie shout.
In the final part of the campaign, we were set to partner with Four ‘n Twenty to reward Aussies who downloaded the CovidSafe app with personlized meat pies at the first game back at the footy. I’m gutted to say the pie deal had a soggy bottom and it fell through at the last minute.
