How To Earn $1 Million Dollars Of Free Advertising

Sydney based agency, Page 2 Communications, knocked the ball out of the park with Rooty Hill RSL’s Postcode campaign. Working with Rooty Hill RSL's marketing team, Page 2 developed and produced a viral marketing video fronted by actor Tiriel Mora (The Castle, Frontline) asking Sydney to get behind a petition to give Rooty Hill RSL their own postcode (superior size and variety is a major point of difference).

A Major Chain of Events

The day the viral video was posted on YouTube and Rooty Hill RSL’s web site it got the attention of The Daily Telegraph resulting in a full page feature article the day after. This got everyone’s attention meaning commentary on breakfast radio shows on MMM, Nova and ABC. MMM interviewed Rooty Hill RSL CEO, Richard Errington on air and even promoted Mark Geyer against Errington as “Mayor” of Rooty Hill RSL.

Later in the day, National Nine News sent out Peter Harvey to do a story which aired that evening. Two weeks after that, A Current Affair did a story on “Super Clubs”, with the majority of the coverage being at Rooty Hill RSL, including another interview with CEO Richard Errington, and finally discussing the quest for their own postcode.

The campaign demonstrated its full impact when The Daily Telegraph approached Rooty Hill RSL to host the election public forum in August 2010 featuring Julia Gillard and Tony Abbott in a town hall style event. Julia Gillard also mentioned the campaign when she was interviewed on the 7PM Project (Ten Network).

The Print Campaign

Immediately following on from the viral video was a high impact print campaign, again using actor Tiriel Mora. Placements were made in a wide variety of regional local papers, again with a call to stand up and fight.