THE ASK: Change the fact that the Oregon women's basketball team, the top-ranked team in the Pac-12, has the 47th largest crowd among Division I women's basketball teams.
THE STRATEGY: Drive interest in the sport by building interest in the players.
THE WORK: Researched college athletics, the WNBA, and how other sports have leveraged their players' cults of personality. Found an opportunity to reach families looking for role models and beleaguered Oregon fans looking for emerging stars.
The Mysterious Lead-Up
The Big Reveal
On Campus and Targeted Digital Executions
End-of-season crowd size measurements aren’t in yet, but The Wonder Ducks campaign has already earned attention on the NCAA blog. Plus, The Wonder Ducks content broke engagement records across Oregon women's basketball social accounts in a matter of hours.
Agency: Allen Hall Advertising
Account Manager: Jake Wilmink
Project Manager: Madison Hamilton
Writers: James Vos
Designers: Henry Ammann
Producers: Tyler Robinson
Media Planners: Jordan Bremer and Leah Kennon