Advertiser: BUNGAY TOWN F C
Agency: BEATTIE McGUINNESS BUNGAY
Category: Copywriting
Advertising campaign: BUNGAY V BUNGAY
Creative Director: Bil Bungay (Beattie Mc Guinness Bungay Llp)
Marketing Director: Shaun Cole (Bungay Town F C)
Campaign Description
Bungay Town Football Club ‘The Black Dogs’ had a problem; no one had ever heard of them and this was hampering crowd attendance, financial support, sponsorship and player acquisition. Shaun Cole of Bungay Town FC needed a big idea, one that made not just to locals but to the whole of the UK and beyond aware of Bungay Town FC.
Effectiveness
The campaign objective was to tell the nation about the existence of Bungay Town FC - our results; measured by the mainstream news it generated, appeared in most mainstream print and online publications (Guardian, Telegraph, Sun, Mirror, Daily Mail, Metro etc.) on national radio stations (BBC4, Radio2, TalkSport etc); BFEORE & AFTER the event (the search for Bungays made local & national news), appeared on several TV channels (BBC1, Sky News etc). News spread as far afield as Australia, Russia and Vietnam. The viewership/readership/listenership of the mainstream media alone is estimated at c.30 million people – from a budget of precisely £3K.
Implementation
To put on a truly unique game of football consisting of two teams called Bungay played entirely by people called Bungay at Bungay Town FC.Despite the rarity of the name ‘Bungay’, using the power of social networking, early media interest and the phone book, enough players, subs, linesmen, mascots, physios, Doctors, even a fully qualified referee called Bungay were found, resulting in a genuine world first - the most participants of a big team sport with the same name.