SBS wins at National Multicultural Marketing Awards

SBS was recently awarded the Advertising and Communication Award at this year’s Multicultural Marketing Awards for its marketing campaign to promote the 2010 FIFA World Cup.

SBS’s World Cup campaign was considered innovative due to its multi-platform and multilingual nature, and successfully reflected the cultural diversity of the World Cup.

SBS director of marketing Jacquie Riddell said: "We are thrilled to have won the Advertising and Communication Award for the success of our marketing campaign for the 2010 FIFA World Cup."

"We specifically developed the campaign to resonate with people from non-English speaking backgrounds and celebrate football’s cultural diversity," Riddell says.

"It was the biggest multi-lingual, multi-platform campaign in SBS’s history and it demonstrates the dedication of SBS to celebrating Australia’s cultural and linguistic diversity."

The campaign spanned TV, radio, print and online media in SBS’s 22 broadcast languages.

The campaign included a series of 15-second vignettes that featured the "biggest fan" from each World Cup participating nation sharing their passion for the game in their own language (subtitles featured for languages other than English).

The vignettes were broadcast on TV, radio and online. SBS ran a publicity campaign featuring customised and translated media releases in 22 languages promoting its multilingual and multi-platform offering, and print advertising campaigns in the Italian, Greek and Spanish specialist print media.

During the World Cup, SBS used Facebook and Twitter to broadcast information.

This proved to be effective; in June SBS’s Facebook page grew from 2,313 members to over 30,000 members and its Twitter following tripled to over 6,000 followers.

This year, SBS’s coverage of the 2010 FIFA World Cup was watched by 14.1m viewers over the four week tournament.

The National Multicultural Marketing Awards are designed to reward the efforts of businesses and organisations that focus on cultural diversity within their marketing initiatives.