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You show me an advert of a great play of AFL and I will go 'nah, this sport is rubbish' and flick channel. I won't understand what is a good play and a bad play because I don't understand the game.
But if you make me laugh or grab my attention I will be sitting in the office later in the day, have a chuckle and maybe message the mates asking if they want to go get a bevvy and check this 'AFL' out. I may not know what the hell is going on at first but if I associate it with a laugh I am likely to keep going back and develop a love of the game from there.
Save it for the Game did this for the Force, I had previous non Force supporting buddies mentioning it as a joke if someone got riled up. That's marketing that works.
And I think by Solid advertising campaigns you mean propaganda? No amount of advertising will stop people leaping off a sinking ship. Look at the Dockers at the moment, do you honestly think a marketing campaign will keep fans on that ship?