RACQ is the proud sponsor of Queensland Academy of Sport’s (QAS) YouFor2032 – a talent-finding program and testing app to identify and nurture Queensland’s next generation of professional athletes.
When RACQ approached us for our help enlisting users, we developed the creative concepts and social-driven content to get YouFor2032 over the finish line.
Powered by artificial intelligence and computer vision, the YouFor2032 app is Queensland’s largest athlete identification program. The app identifies athletic ability through a series of simple tests, like a free, accessible talent scout. Anyone with access to a phone can participate, giving people who live in rural areas a fair go, and its ability to sift a large, diverse pool of talent could give Queensland an important edge.
As a program partner, RACQ sought to promote the YouFor2032 app through a campaign that spoke directly to young Queenslanders. In 2024, RACQ asked The Content Division for a suite of fresh ideas and creative content to drive awareness and downloads, and keep accessibility in the program’s DNA by encouraging female and para-athlete participation.
The ball was in our court. Here’s what we did with it.
Phase one: Choose your player
The campaign needed to communicate the RACQ x QAS partnership, the purpose of the app, the broader talent search, and the app’s ability to suggest sports that the user is particularly suited to.
In the ideation phase, one insight floated to the top: Existing athletes are the low hanging fruit, and they often aren’t in the right sport for them to compete professionally in. If you’re good at powerlifting, for example, you could be a great fit for rowing, canoe sprint or pole vault, but you may not know it.
Our hero concept reimagined athletes as video game characters. We began with a ‘Choose Your Player’ video modelled on video game character selection screens. Each of the three ‘players’ started in one sport before being ‘matched’ to another that better suited their skills – taekwondo to boxing; chin-ups to rowing; wheelchair basketball to wheelchair rugby.
With dynamic transitions to flash from one player and sport to the next, the result was engaging, fast-paced and primed to appeal to the target demographic, concluding with a call to action to download the app and find your match today.
The hero video was created in various social specs and supported by complementary static assets. We also produced an additional video using stock footage and text overlays. The ‘Unlock Your Potential’ video explained the app and its benefits in simple terms and encouraged viewers to download.
Phase two: Footpath field tests
For the second phase of the campaign, RACQ wanted to take things further with learnings from the previous iteration. There was an opportunity for YouFor2032 to better connect with women and users in an older age bracket (18-23) who hadn’t been as active the first time around.
For this campaign, we decided we needed to open up the field and take the challenge to the streets. We captured nine engaging reels across three filming locations in Brisbane where we knew we would find the target audience in numbers.
Hosted by elite QAS athletes, our street-style interview videos recruited everyday Queenslanders to give the app’s athletic tests a go, right then and there. We tracked their results and encouraged them to use the app.
The clips showed that anyone could take part, not just seasoned athletes, and invited users to try to beat their scores inside the app.
The results
Phase one lifted awareness and built momentum for the YouFor2032 app. Our ‘Choose Your Player’ campaign delivered on initial downloads and gave QAS the necessary testing data they needed to further identify gaps in the program.
The Phase two campaign which ran a mix of awareness and conversion content continued to drive awareness in the targeted 18-23 demographic, generated great engagement and drove downloads to the app.
