‘Be There When It Happens’: Archibald / Williams Kicks Off The NRL’s 2016 Season

‘Be There When It Happens’: Archibald / Williams Kicks Off The NRL’s 2016 Season
Joy Clark
By Joy Clark



The National Rugby League (NRL) launches its widely anticipated campaign this afternoon after handing the creative account to Archibald / Williams late last year.

To kick off the 2016 Telstra Premiership NRL season, the agency has created a fully integrated national campaign covering TV, Print, Digital, Radio, Social Media and Outdoor.

The experience of watching sport on TV keeps getting better. Under a new broadcasting agreement, Fox Sports will feature every NRL match live. Channel 9 will show its three games live.

Plus, when the weather starts to cool down, the option of staying at home to watch the footy on TV might seem somewhat more appealing. However, A/W’s campaign showcases the raw emotion you only get from being at a game, and focuses on the untamed moments that happen every week – encouraging fans to get to a game so they can ‘be there when history happens’.

“A major focus of our marketing strategy for this season is to give our fans a greater sense of belonging at games,” NRL head of commercial Andrew Abdo said.

“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,” he added.

Each tvc reaches its climax with footage of the Cowboys thrilling victory over the Broncos in last year’s Grand Final. It’s also the first time fan footage, taken on mobile phones, has been used to evoke the thrills and excitement of being at a game.

By calling out the most amazing and history-making moments from the the 2015 season, A/W’s campaign proves it’s not just the Grand Final that delivers hairs on the back of your neck excitement. It happens in every game, every week.

Matt Gilmour, executive creative director of Archibald / Williams said: “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.”

The modern game now boasts serious premiership contenders from every corner of the participating states. As evidenced by the Rabbitohs win (they hadn’t won a premiership in decades) and Cowboys last year (never won a premiership), there’s now a belief amongst fans that maybe, just maybe, my club could win this year.

Agency Team: Bram Williams – Partner Matt Gilmour – Executive Creative Director Chris Yong – Managing Director Jonny Browne – Creative Director Kylie Suttor – Creative Director Liz Nunan – Producer Chris Wilson – Art Director Andy Reynolds – Designer Bianca Wignall – Account Director Elle Horton – Senior Account Manager Lauren McMahon – Account Executive Client: NRL Tristan Hay ­ Marketing & Brand Consultant Michael Johnstone ­ GM Marketing & Fan Engagement Nicole Chesher ­ Marketing Campaign Manager Samantha Feyzeny ­ Brand Manager Matt Baker ­ Club Marketing & Game Day Manager Agency Partners: Heckler – Post Production Nylon – Music




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