The National Rugby League (NRL) has today launched its widely anticipated campaign after handing the creative account to Archibald / Williams late last year.
To kick off the 2016 Telstra Premiership NRL season, the agency has created a fully integrated national campaign covering TV, Print, Digital, Radio, Social Media and Outdoor.
The experience of watching sport on TV keeps getting better. Under a new broadcasting agreement, Fox Sports will feature every NRL match live. Channel 9 will show its three games live. Plus, when the weather starts to cool down, the option of staying at home to watch the footy on TV might seem somewhat more appealing.
However, A/W's campaign showcases NRL 2016.jpgthe raw emotion you only get from being at a game, and focuses on the untamed moments that happen every week - encouraging fans to get to a game so they can 'be there when history happens'.
Says Andrew Abdo, head of commercial, NRL: "A major focus of our marketing strategy for this season is to give our fans a greater sense of belonging at games.
"This campaign captures the moments that keep fans on the edge of their seat while showcasing the raw emotion of those that experienced it live."
Each TVC reaches its climax with footage of the Cowboys thrilling victory over the Broncos in last year's Grand Final.
It's also the first time fan footage, taken on mobile phones, has been used to evoke the thrills and excitement of being at a game. By calling out the most amazing and history-making moments from the the 2015 season, A/W's campaign proves it's not just the Grand Final that delivers hairs on the back of your neck excitement. It happens in every game, every week.
Says Matt Gilmour, executive creative director of Archibald / Williams: "Week in, week out, Rugby League has the ability to produce some amazing, and sometimes freakish on-field moments. We wanted to remind fans of their unpredictable regularity, but mostly how it feels when you're there, screaming your head off, hugging people you don't even know."
The modern game now boasts serious premiership contenders from every corner of the participating states. As evidenced by the Rabbitohs win (they hadn't won a premiership in decades) and Cowboys last year (never won a premiership), there's now a belief amongst fans that maybe, just maybe, my club could win this year.
Bram Williams - Partner
Matt Gilmour - Executive Creative Director
Chris Yong - Managing Director
Jonny Browne - Creative Director
Kylie Suttor - Creative Director
Liz Nunan - Producer
Chris Wilson - Art Director
Andy Reynolds - Designer
Bianca Wignall - Account Director
Elle Horton - Senior Account Manager
Lauren McMahon - Account Executive
Tristan Hay Marketing & Brand Consultant
Michael Johnstone GM Marketing & Fan Engagement
Nicole Chesher Marketing Campaign Manager
Samantha Feyzeny Brand Manager
Matt Baker Club Marketing & Game Day Manager
Sound and Music: Nylon Studios
Composer: Adam Moses
Sound Designer: Simon Lister
Executive Producer: Karla Henwood
Post Production: Heckler
Editor: Andrew Holmes
Post Producer: Ali Kennedy
Initially published in www.campaignbrief.com.au on 26 February 2016