How do you get sports-obsessed Aussies to follow a game they have no personal connection to?

80% of Australians have British heritage, so what if we gave them the connection to an English Premier League team they’ve always needed? Using Ancestry.com we gave sports fans the chance to trace their bloodline back to England and specifically the COUNTY that is home to a premier league team.

We created a connection between the two by using the strongest bond one experiences - family connection.

On discovering their team distant relatives quickly became hard-core fans with a crash course on their long-lost EPL team. They were rewarded for reconnecting, with history lessons, slogans, team songs, star player stats and of course, a free trial to watch their team live on the Optus network. Once a new fan got a taste of the EPL they were hooked.

The English Premier League could now claim that Aussies were born to watch it.

Fancestry was of huge success. Not just because it was a platform that engaged many people, but because it generated commercial success.

Not only did we link Optus and its subscribers to the best of soccer, 63% of our newest fans took out a subscription.

Of those visitorys, 63% unlocked the free trial to Optus sport Since launch, helping the Pay TV network gain over 40,000 new subscribers.

Tens of thousands of Australians took advantage of the free trial to watch their new team and over 167,000 signed up for Optus sports packages.

Need to check results