People save up any heightened emotion collected during their working week for the game on the week end.
Philosophy
Show the lengths that people will go to in order to support the Western Force, ie. the fans bottle up any emotion collected during the week, and let it out in the grandstands.
Problem
The Western Force is a new team, and they already have a small, but fierce following. We were asked to increase membership numbers using the passion Force fans have as an enticement to others.
Result
Save it for the Game is now a part of local vernacular, and generated plenty of unpaid PR on radio, and newspaper. Membership is continuing strong, but has been hampered by a grandstand originally designed for cricket.