Football Federation Australia and advertising agency, Lowe Hunt have collected a "Gold Award" at the 9th Advertising Federation of Australia - Advertising Effectiveness Awards for the "It's Football. But Not As You Know It" campaign that was used to the launch the inaugural Hyundai A-League competition. FFA was one of five gold award winners, from 26 finalists around Australia, with the winning campaigns judged on Return on Investment, lasting effect of the campaign, ability to isolate the performance of the campaign in driving consumer behaviour and perception and the degree of difficulty of the task at hand. "The "It's Football. But Not As You Know It." campaign was a key plank in the re-positioning of football in the Australian sporting landscape through the Hyundai A-League",said Geoff Parmenter, FFA Head of Marketing, Communication & Strategy.