in Sport

July 10, 2017

Weet-Bix-2 (002)


Gemba shortlisted for 3 awards at the Ministry of Sports Marketing Awards:

  • Foxtel Tim Cahill Ambitions Tour – Best Use of Sponsorship in Sport
  • Weet-Bix King of the Six – Best Use of Sponsorship in Sport
  • Weet-Bix King of the Six – Sports Advertising Campaign of the Year

About the Campaigns

Foxtel Tim Cahill Ambitions Tour

Foxtel is the home of football in Australia with exclusive coverage of every A-League match.

In 2016, Foxtel wanted to create a deeper connection with grassroots participants of the world’s biggest sport to stay true to its mantra “healthy active families”.

The approach was simple, bring an elite football experience to grassroots football to help enable young footballer’s inner potential. We leveraged Foxtel’s partnership with football icon Tim Cahill and built a program that not only provided great PR and content-generation, but also life-changing opportunities to football participants around Australia. Thus the Foxtel Tim Cahill Ambitions Tour was created, a five day live in football camp.

The camp provided an exclusive opportunity for Foxtel and Tim to give talented teenagers from diverse backgrounds the inspiration to follow their dreams alongside some of the sport’s elite players and coaches. The ultimate result was the selection of one boy and one girl to win the prestigious Foxtel Scholarship.

Tim’s presence and media profile provided authenticity to the program, with additional social and digital support from the Football Federation of Australia (FFA) to help share Foxtel’s story direct to football fans.

The camp was a huge success as if demonstrated Foxtel’s commitment to grassroots sports and football, as well as helping Tim Cahill to help build his football legacy within Australia.

Weet-Bix King of the Six

T20 cricket is all about the batsman and the big hits; the fantastic fours and massive sixes that get the crowd out of their seats. We wanted to latch onto the most exciting part of the Big Bash experience and developed a sponsorship proposition to give the Weet-Bix a compelling role in the game; Fuelling the Big Hits of Big Bash.  Introducing Weet-Bix King of the Six – Who will hit the most sixes this summer?

We wanted to excite fans about the action set to unfold on field and create an ownable, campaignable tone that would showcase Weet-Bix sense of fun. Inspired by ‘Game of Thrones’, the overall production oozes regal rivalry – dramatic but tongue in cheek; a unique balance of humour with highlights targeted to youthful fans of the growing game.

It started on pack, with promotional graphics appearing on millions of Weet-Bix boxes in homes around Australia and driving fans to the Weet-Bix Facebook page. It spread through social, with the launch film that featured our big hitting heroes staking their claim to our unique ‘Willow Throne’.

The BBL got straight behind the campaign, first sharing our unique promo content on their huge social channels, then creating and curating the ‘King of the Six’ conversation online. The Weet-Bix King of the Six scoreboard featured prominently on the hugely popular BBL home page, live tracking the number of maximums hit every game.  Weekly video highlights packages were posted online, asking fans to vote for their favourite six for the chance to win great prizes. Lastly in stadia, tens of thousands of fans waved Weet-Bix 4 & 6 cards to celebrate the big hits.

The Ministry of Sports Marketing Awards take place on July 18th.


LIQM1053 (002)