CASE STUDY • SPORT
A 30-Second Film To Recruit
A Championship Winning Team
Mount Martha Soccer Club was one of the Mornington Peninsula’s fastest growing soccer clubs in 2022. With that growth came a clear opportunity, and a clear challenge. The club was ready to field their first ever Senior Women’s team. They just needed the players to fill it.
They came to Fixon Media Group with a brief, a budget, and a deadline. Twelve months later their debut Senior Women’s side had won the State League 5 championship and earned promotion in their first season of play.
CLIENT
Mount Martha Soccer Club
YEAR
2022
LOCATION
Mornington Peninsula, Victoria
SECTOR
Sport
SERVICES
Brand Films
THE CHALLENGE
Recruiting adult women to a brand new team.
Entering a new side into Football Victoria’s Women’s State League is no easy feat. Mount Martha had junior women coming through, but not enough senior adult players to field a competitive team. Without them there would be no team at all.
The club needed to attract established adult players from across the Peninsula, women who had other clubs, other commitments, and no existing reason to choose a brand new team in the lowest division of the Victorian State League.
They decided a recruitment film, distributed through social media and paid advertising on Meta and YouTube, was the answer.
THE sOLUTION
History in the making.
The 2023 Women’s World Cup was being co-hosted in Australia and New Zealand, a moment that was already inspiring a generation of young women to play football. We proposed weaving that national momentum into the recruitment film’s narrative, connecting the personal act of joining a new team to something much bigger happening in the sport.
The voiceover script was built around the idea of creating history, empowering prospective players to see their decision as part of a broader movement, not just a practical choice about which club to join.
To bring authenticity and warmth to the film, the voiceover was recorded by one of the club’s junior girls. Her voice immediately communicated something no professional narrator could, that this was a real community, not a marketing exercise.
Every shot was chosen deliberately. The team walking together, encouraging each other, the coaches present and engaged, each frame built the picture of a close-knit environment that a player would actually want to be part of. In 30 seconds.
BRAND FILM PRODUCED
THE RESULT
A full squad. A championship. A promotion.
The recruitment film did exactly what it was made to do. Mount Martha Soccer Club filled their Senior Women’s squad ahead of the 2023 season. The film also attracted a highly experienced coach who came on board after seeing it, a result the club had not anticipated.
On the pitch, the debut season exceeded every expectation. The team won the Women’s State League 5 championship by seven points and earned promotion to State League 4 in their first year of competition.
"We've had an outstanding result. The film is one bookend of our success, which has turned out much better than we could have imagined. An excellent investment all round."
MOVING FORWARD
What a well-made film can set in motion.
Mount Martha Soccer Club came to us with a problem that felt logistical, they needed players. What the film actually delivered was culture, identity, and belief in something that didn’t yet exist. That is what brand film at its best can do.
The 2023 season was just the beginning.
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