At the start of March, the NRL rolled out a new pre-season brand campaign, called ‘This Is How We League’, taking inspiration from the culture of the modern game and what it means to fans.
With a focus on themes such as ‘tribalism’ and ‘egalitarian spirit’, as well as on the players and their stories, the strategy behind the campaign has been developed to re-engage fans ahead of the 8 March new season kick-off.
The rights-holder’s campaign is spearheaded by a 90-second film following the journey of player James Tedesco as he drives through the game’s heartland to his new club – the Sydney Roosters.
The spot features visual references to every team in the league: from symbolic portrayals of club emblems and player transfers to examples of club culture.
These are moments and images with meaning for fans.
One such reference is the anticipated return of South Sydney Rabbitohs super star Greg Inglis as captured in a mural in Redfern that celebrates his comeback.
Indeed, additional murals are being commissioned across Sydney to engage fans at a club level.
The creative approach continues online: with a mobile site allowing fans to create and share customised club memes to show their allegiance via Facebook.
While the title tagline is being adopted across multiple NRL platforms and at events too – such as the season launch event itself (which to9ok place the same day as the campaign debuted).
According to Bob Mackintosh, VP executive creative director of R/GA, the agency’s “approach was to unlock their pride in league, to remind them what they love about it, and help them claim it back”.
“The idea had to be one fans could run with, supported by tools letting them make it their own,” explains Mackintosh
Peter Jarmain, the NRL’s general manager of marketing and brand, added that the work was about reconnecting hearts and minds to the game.
“This Is How We League is about confidently saying we’re proud of who we are, and what we stand for,” said Jarmain.
“It’s all about celebrating a truly diverse fan community and the unique relationship they have with their team, and the game.”
The campaign was developed in harness with creative agency R/GA Sydney, while production was handled by Collider, the spot was helmed by Damon Cameron, produced by Kim Kirby and edited by Adam Wills. Sound was handled by Simon Kane @ Song Zu, the music was supervised by Anton @ Trailer Media, online and grade work carried out by White Chocolate, media run by Blue 449 and PR by TLA
The core pre-season brand campaign creative was followed by more functional schedule and ticket related content.
Links:
NRL
https://www.youtube.com/user/NRL
https://www.instagram.com/nrl/
R/GA Sydney
https://www.rga.com/offices/sydney
