‘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
SHARE
THIS



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

Latest News

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]