Fansformation (Series 1)
What needed changing?
The FFA came to TCO to bring their brand positioning to life in the digital world; "90 minutes, 90 emotions".
How did we change it?
TCO created the concept of Fansformation - giving a real life non-fan consumer the experience of being converted to a passionate Sydney FC supporter.
Where did we change it?
We hit the streets, clubs and fan bases to find the most polar opposing characters we could. Lachlan, the non-fan was found on the street near out Surry Hills office whilst Con and Leon (uber-fans of Sydney FC).
What changed?
Fansformation became the most discussed piece of content on the Sydney FC forums. It achieved 18,000 downloads within the first 2 weeks and the FFA has committed to roll out series 2 in 08/09, partnering with A-League sponsor and motoring giant Hyundai.
