The NIB Newcastle Knights has launched a new emotive brand platform, ‘Bound Together’, celebrating the bond the Knights’ passionate fans have with their beloved team, via independent agency Enigma.
Celebrating the unbreakable connection between Knights’ fans and the team, the “Bound Together” proposition is central to the moving tvc and is leveraged across a suite of assets including social, print, in-stadium OOH, digital and match day promos.
Callan McKean, creative, Enigma said: “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.
“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.”
“Already the fan’s response to the campaign has been outstanding and we already achieving our objective to connect the team to everyone who supports it. Up the Knights.” concluded McKean.
Clair Coleman, group chief marketing office, Wests Group Australia / nib Newcastle Knights: said “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 launched in market March 2023 coinciding with the launch of the 2023 rugby league season.
