18.02.17 – a new era begins in Australian netball!
At least that’s the message behind the league’s new season ‘All On The Line’ multi-platform launch campaign.
February ushers in a revolution in Australian netball as the new Suncorp Super Netball league season starts with new teams, new global talent, new broadcast deals and new sponsors.
Indeed, amongst the league’s big name backers are title sponsor Suncorp and principal partner AIS, major sponsors Samsung and Nissan, plus suppliers Asics, Gilbert and Virgin Australia, as well as broadcasters 9Now and Telstra.
The launch campaign, developed in harness with new bespoke sports agency Blood UTD (founded by ex-creative director on Nike and EA Sports at W+K Amsterdam David Smith) is spearheaded by a hero spot called ‘Face Off’.
This launch film creative focuses on high speed, silky skills and in-your-face fierceness of modern netball set to a new track from Australian hip-hop star Tkay Maidza.
The commercial
is being amplified digitally and socially across the league’s own digital and social channels including Twitter,
It's a new era for Australian netball, and it's #AllOnTheLine#SuncorpSuperNetball
18.02.17 pic.twitter.com/oFKtwvdOmm— SuncorpSuperNetball (@SuperNetball) January 25, 2017
Instagram,
and those belonging to the sport’s national governing body Netball Australia.
The integrated campaign, linked by the #AllOnTheLine hashtag and driving fans to the league’s new digital hub (http://supernetball.com.au/), also includes large scale OOH and social posters all shot by leading Sydney photographer Toby Dixon, as well as a supporting series of short ‘Throw Down’ spots in which the league’s top players lay it on the line for their opponents, explaining what to expect on the court through the new season.
The new Suncorp Super Netball season starts 18 February and is being shown by broadcast partners 9GEM and Telstra TV.
‘From the beginning of the project, we wanted to capture a hyper modern picture of netball. Highlight the drama, the emotion, the tension, the skills, the speed of the modern game,’ oiutlines Blood UTD’s Smith.
‘And with the help of an awesome client, a great production team, and some banging beats from TKAY Maizda, we think we have achieved this.’
For client Netball Australia, the campaign was created by agency and production company Blood UTD where the team was led by writer/director David Smith, producer Luke Coulson, DOP Liam Gilmour and first AD Andrew Moffat.
The digital agency was Made By Eastwood, editing was by The Trace House (the editor was Chris Brown), while the final mix was run by Craig Conway (of Final Sound), with music by Dew Process artist TKAY Maizda.
Campaign execution imagery was by photography and content film production Flint Sydney and shot by Toby Dixon.
Comment:
In its first 48 hours the spot racked up 47,000 views on Facebook,a further 2,000 through Instagram and thousands of other engagements across Super Netball’s other social channels.
It seems that netball is Australia is creating a real reputation for innovation activation and marketing.
This new campaign follows last year’s admirable ‘Train Like A Diamond’ virtual reality campaign from national netball team sponsor Samsung (see case study).
In fact, January is turning into a big activation month for women’s sport in Australia.
This netball launch initiative follows hot on the heels of the AFL’s ‘I’d Like To See That’ launch campaign for the kick off of its new women’s league (see case study).
Have we now reached the tipping point for women’s sports marketing?
Links:
Suncorp Super Netball
https://twitter.com/SuperNetball
https://www.instagram.com/SuperNetball/
https://www.facebook.com/supernetball/
Netball Australia
https://twitter.com/netballaust
https://www.facebook.com/NetballAust/
https://www.instagram.com/netballaust/
https://twitter.com/aussiediamonds/
Blood UTD
