Leveraging MyPlace’s Partnership with WA Footy Rivals
Role
Copywriting
Art Direction
TVC Production
UNderstand/analyse
Following the success of their partnership with NRL giants, the Penrith Panthers, MyPlace were looking to expand the breadth of their sponsorships and improve their reach in Australian rules football. Being a proud WA-owned company, MyPlace was well positioned heading into 2025 as supporters of both WA clubs, giving them a platform to engage footy fans both locally and across the country.
POSITION
Supporting both WA clubs presented us with the opportunity to feature players from both teams in marketing material, which could spark engagement amongst footy fans nationally. The success of the MyPlace x Panthers TV spots in 2023 and 2024 provided a good example of how to engage fans through showing the product benefits in a humorous way.
IDEATE
The challenge was to get players from both teams involved in a way that felt natural. To do this, we created a fake television program titled “The Pre-Pre-Game Show”, a spoof of the classic footy pre-game shows, but this time focused on what happens at home before the game. We got Kath Loughnan, a WA native and Fox Footy anchor, to host the show alongside a satirical old footy tragic, Sammy “Super Smart” Samuels (a nod to the MyPlaceIQ tagline “Super Smart Air-conditioning”).
The spot shows players from both teams in various situations around the house, highlighting the ability to control the air-con, lights and garage from your phone with MyPlaceIQ. Meanwhile Kath and Sammy are commentating over the top of the footage, highlighting how they’re using the MyPlace system using footy lingo.
PLAN / Implement
Working closely with the team at Sandbox Productions, we created a TV spot that was intentionally over-produced with large animated graphics and a CGI set to hammer home the humour and talk to footy fans in a visual world their familiar with.
The spot is being featured during football matched on Kayo and Channel 7. It’s also being utilised across YouTube and socials to try and capture fan engagement with the ad.
