Leveraging the start of the 2023 National Rugby League (NRL) season, the NIB Newcastle Knights launched an emotive new brand platform called ‘Bound Together’ based around celebrating the bond the Knights’ fans have with the team.
Created with independent agency Enigma, the initiative aims to celebrating the unbreakable connection between supporters and players and the ‘Bound Together’ initiative spans multiple channels and a suite of assets including a hero TVC, plus in-stadium, OOH, print, social, digital and match day promotions.
While the initiative sought to build the fan/team bond, restate the club’s values and drive ticket and merchandising sales and boost social sign-ups ahead of the new 2023 NRL season – which kicked off with Round One on 2 March and culminates with the Grand Final on 1 October – the campaign actually first kicked off at the very end of 2022 with a film titled ‘In 2023 We Are Bound Together’ urging fans to ‘Take Your Seat’ and informing them that ‘2023 Memberships are now on sale’.
The hero video was later supported by an evolving set of social content all seeking to drive membership and ticket sales and build buzz as the new season approached.
“Newcastle is arguably at the very heartland of rugby league in Australia. And no matter whether the Knights are at the top of the ladder or not, one thing remains consistent – the loyalty and pure passion of the team’s fan base,” commented Enigma Creative Callan McKean. “This campaign aims to create an emotional connection between the players and passionate fans bringing them together under the premise that “no matter what happens, we stand as one.”
Owner Wests Group Australia Group Chief Marketing Officer Clair Coleman added: “Enigma truly understands the connection our brand needs to make with the grass roots of our supporter base. Landing an impactful idea that drives participation, engagement and a strong emotional connection across our heartland and new breed supporter segments is key to the success of the campaign. Every week our players and passionate members share every moment of triumph and tragedy together, so this campaign will bring the fans and the team closer together in a way that celebrates our unique relationship and common purpose.”
The campaign was created for client Wests Group/Newcastle Knights Group Chief Marketing Officer Clair Coleman and Group Marketing Manager Kristy Wallis by a team at agency Enigma which included Executive Creative Directors Pete Buckley and Tim Brown, Associate Creative Director Matt Dawe, Creatives Callan McKean and Dan Stephens, Managing Director Jack Mason, Business Director Michael Ellenor, Business Manager Chelsea Pringle, Producer Ryan McGrath, Director Kaius Potter, DOP Don Buppapirak, 1st AC Eamon Dimmitt, Gaffer Nik Damianakis, Sound Ben Hooft, Photographer Alexander Cooke, Editor Lucas Vazquez, Composter Thom Pringle and Colourist Alina Bermingham.
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According to McKean, the fan response to the campaign “has been outstanding and we already achieving our objective to connect the team to everyone who supports it”.
As well as ticket sales, a membership drive and pre-season buzz building executions, the team’s pre-season campaign also included a feature documentary.
Newcastle Knights are owned by locally based The Wests Group Australia (Wests): a not-for-profit membership based organisation providing entertainment, accommodation and dining, function and fitness facilities across the region. The organisation’s portfolio includes clubs Wests New Lambton, Wests New Lambton Bowling Club, Wests Mayfield, Wests City, Wests Nelson Bay and Wests Cardiff, plus NEX (the Newcastle Exhibition & Convention Centre) and the group acquired the Newcastle Knights in 2017.
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