New Zealand Football

• Chalis were challenged with the task of getting 3,500 new people signed up to midget football coaching courses over 2010.
• To understand the barriers to coaching Chalis began by speaking to Mums, Dads, Club Secretaries, Team Managers and sports fanatics.
• This process clearly identified two key issues: confidence and time.
• It led to clear identification of who we should be targeting and the key propositions from which to develop the creative.
• An online media strategy was recommended and a banner campaign developed to primarily target Mums, and Grandads.
• The response was phenomenal and the goal of 3,500 sign-ups was achieved during the first burst of activity. Follow up DM activity to clubs was planned but not needed.

Why it worked

• Talking to the market revealed that although Dads would like to be involved they were often at work.
• The real opportunity was with Mums who took the kids to training and stood on the sidelines. However they lacked confidence when it came to taking on a coaching role.
• The creative aimed to empower Mums by demonstrating that they already had teaching skills and so coaching was something they could do.
• The ads were full of small truths that resonated with the target and made them smile creating real engagement.
• The limited budget was maximised by tuning into online channels Mums trusted.