SBS: Words of Support

After his victory at the Tour de France, Australia's Cadel Evans returned to Melbourne for a brief celebration. SBS had the opportunity to congratulate the man who had become a national hero via a full page ad in The Melbourne Age.

Rather than simply printing a 'well done' message from SBS, US Sydney decided to give Australians a platform to offer their own personal congratulations to Cadel.

Through Facebook fans generated hundreds of messages of encouragement, praise and support which the agency used to create the ad.

The same day it ran in the newspaper the agency also posted a digital version online so fan could tag their message on Facebook.

A simple print ad became an integrated online and offline campaign and SBS effectively gave people an intimate chance to feel involved and share in Australia's victory at the Tour de France.