When it comes to sport, passions run deep across Australian codes, cities and clubs alike. With so many sports already entrenched in our culture, it’s hard for new ones to get a foothold.

By working closely with UFC’s passionate team, we crafted experiences that packed a real punch: engaging experiential spaces, athlete appearances, guerrilla street teams, public press conferences, live video content, social media engagement, followed by a national digital campaign that drove pay per view subscriptions and helped secure the sport’s position as a force to be reckoned with.

With a record crowd of 56,000 (the second highest gate sales in UFC history) and ticket sales of $9.5 million for Melbourne’s first ever fight, it’s clear that Australia was left firmly convinced that the world’s fastest growing sport is here to stay.

What we did

  • Campaign Strategy
  • Campaign Launch Experience
  • Consumer Activation
  • Guerrilla Street Teams
  • Media Launch
  • Athlete Appearances
  • Content Creation
  • Social Media Engagement
  • Digital Campaign Planning & Execution