The NRL has rolled out a new season ‘History Happens’ launch campaign for the 2016 Telstra Premiership with a spearhead 30-second TV spot focusing on magical moments from the epic 2015 Grand Final.
Incorporating both official broadcaster and fan-shot Cowboys v Broncos footage, the aim of the commercial is to capture the entire range of the emotion and drama of what the league describes as ‘the greatest game of all’.
The launch spot is supported by additional TV work and every single TVC builds to a crescendo through footage of the Cowboys thrilling win in last year’s Grand Final and then drives fans to the league’s ticket site.
Created in harness with new ad agency Archibald Williams, the lead spot is supported across multiple platforms with assets spanning TV, print, digital, radio, social media, plus outdoor, in-stadium and on-pitch too.
The campaign sees the league aims to engage through some of the best rugby league moments of the last 100 years and focus on ‘giving ownership’ to the players and fans through the tagline ‘Be there when history happens’.
On social media, supporters themselves are being encouraged to share their own magical NRL moments using the hashtag #HistoryHappens
Other aspects of the launch campaign ranged from the traditional launch event, to this year the NRL becoming the first sports league to have its own float at Mardi Gras.
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While the NRL’s TV offering continues to ramp up this season (under a new broadcasting deal Fox Sports is featuring every NRL match live, while Channel 9 continues to show its three games live), the principle objective off this campaign appears to be to encourage fans to go to the game in-person.
Thus, the new work prioritizes the raw emotion of being at a live game by focusing on the ‘untamed moments’ that happen every single week.
‘A major focus of our marketing strategy for this season is to give our fans a greater sense of belonging at games,’ explains NRL commercial head Andrew Abdo.
‘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.’
According to Matt Gilmour, executive creative director at 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.’
Links
NRL Twitter:
NRL Website:
NRL Instagram:
https://www.instagram.com/nrl/
NRL Facebook:
NRL Google+:
https://plus.google.com/+nationalrugbyleague
NRL YouTube:
https://www.youtube.com/user/NRL
Archibald Williams:
http://www.archibaldwilliams.com/
