We developed the Player Zero activation campaign to leverage TAC’s new Towards Zero message and their sponsorship of Melbourne Victory FC.
Player Zero was a digitally lead concept that ran throughout the season. It was reinforced by live activations at key games. Fans joined the Towards Zero team by uploading a selfie to a microsite. 11 finalists were drawn during the season to be in the running to win the major prize of a trip to an English Premier League game in the UK.