Australia’s NRL took aim at the NFL’s Super Bowl by leveraging the Big Game with a tongue-in-cheek campaign called ‘Roosters World Champions’.
The premise of the initiative is simple: If the USA can proclaim the Super Bowl winners as the World Champions, then so can everyone else.
Indeed, for decades America has trumpeted the victors of the Super Bowl as the ‘world champions’ despite the fact that the NFL is an entirely domestic league. So why can’t Australian’s do exactly the same?
The multi-platform campaign, which aims to promote the new 2019 NRL season which kicks off next month, runs across video, OOH and online channels.
It is spearheaded by a social media spot that sees an Australian reporter rove the streets of the Super Bowl host city Atlanta trying to persuade sceptical locals that current NRL trophy holders – the Sydney Roosters – are the real ‘world champions’.
As you might imagine, the spot’s Aussie reporter, clad in aa Roosters’ beanie hat and scarf, has a tough time convincing the Atlanta locals off his argument.
One jogger interviewed in the video simply responds by saying: “Bullshit… US all the way baby, Australia fake news!”
The spot closes with the end line: ‘The battle for our next “world champion” starts March 14’.
The spot is supported by an outdoor campaign strand that sees a set of three giant billboard poster in Atlanta featuring Roosters skipper Boyd Cordner (complete with premiership ring), plus teammates James Tedesco and Latrell Mitchell all proudly proclaim the Roosters as the World Champs.
The campaign is also amplified socially with content carrying the campaign’s #NewWorldChamps hashtag
#NRL #NFL #SBLIII pic.twitter.com/pj21nPC34K
— NRL (@NRL) February 3, 2019
The new NRL season starts in 40 days.
40 days to go until the #NRL season kicks off
Who's pumped? pic.twitter.com/JLzGI0iG0w
— NRL (@NRL) February 1, 2019
“Americans always claim their domestic league winners, whether it’s NBA, MLB or NFL are the World Champions,” said NRL boss Todd Greenberg.
“So, if they can make this claim, why can’t we? It’s a cheeky, fun way of kicking off our promotions for 2019.”
Comment:
The premise is easy to agree with if you are a sports fan from anywhere outside of the United States.
It is a fine example of smart sports marketing thinking: a simple premise that is neatly timed and nicely executed.
Next up….baseball?
Links:
NRL
https://www.youtube.com/user/NRL
https://www.instagram.com/nrl/
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