The brief from the Australian Sport's Commission was to draw attention to the talent ID program which they set up to attract the next Australian Olympic champion for London 2012, get us noticed and get the message out there was the brief to us at Bullseye, one thing, when I looked at this brief and I knew that our audience was so competitive that beating the 'Poms' in their own back yard was to good to pass by. How do you reach and engage with this cycical group of 15 to 25 year old Aussies? Answer, get a Pom to have a go at them? In coming up with the idea I asked myself; 'was there a way that I could push the idea further?
For one I made sure the actor was English and my aim was to have his accent slightly out, all chavved up,I KNEW this would create a response back home, responses like: 'Them Aussies can't tell the difference between a Londoner and Northener', for me that was perfect, as the viral kept spreading, below is some PR, good or bad, I couldn't care less, it did its job, just on the video on the ASC site it had 400,000 hits within in a week!! and it's still rising (That doesn't include any uploads on the various YouTube sites and all the press coverage.
Below is just some of the press coverage, it even made the Sun Newspaper!
At the end of the day if the ASC get some Aussie kid come through the program that picks up an Olympic Gold medal in Straford, East London where I spent many an hour on a Sunday skateboarding in the late 70's,I'll be chuffed.
Australia Press Coverage
Marketing Mag
Livenews
Sydney Morning Herald
Sydney Morning Herald (2)
Sydney Morning Herald (3)
Adnews (subscribers only)
Brisbane Times
Canberra Times
UK Press
The Times
The Sun
The Telegraph
The Independant
London Paper
And various other places
MySpace - ausports
Australian Sports Commission Viral | Digital Possibilities
Australia : Let’s rip the brits to bits - Page 3 - General Discussion - Digital Spy Forums Lets rip the Brits to bits in 2012 - All Games
“Lets rip the Brits to bits in 2012″ // Current
Australia encourages athletes to ‘Rip the Brits to bits’ in Olympic ad campaign - Brand Republic News - Brand Republic
Champions365 - The Complete Sports Portal
Australian Sports Commission’s talent search for London 2012
Hire a hoodie: Australia v Team GB | News | guardian.co.uk
Let’s rip those Brits to bits is Australian Olympic ad campaign messaeg - Times Online
Digg - Aussie ads leave Brits insulted
LinkSwarm.com
Top 30 Social Bookmarking Sites | eBizMBA
Aussie ads leave Brits insulted - World - smh.com.au
