National Rugby League – NRL Key Signings

Agency: Three Drunk Monkeys

SUMMARY.

Rugby League is one of Australia's largest and most successful sporting codes. Clubs of the National Rugby League (NRL) depend on fan memberships for their ongoing financial stability and ultimately on-field glory.

With membership numbers stagnant the NRL committed $80,000 to assist clubs stimulate 20% more members in season 2008.

This campaign demonstrates how a simple, insightful and relatively inexpensive idea increased memberships by 30% in one season generating $5 million in incremental revenue for NRL clubs. Providing a return on investment of $62.50 for every dollar spent on advertising.

By placing fans at the centre of the idea, instead of the usual sports stars, advertising re-ignited fan passion for their club and validated the important role they play in the overall success of their team. Through a combination of unique channel planning and unorthodox creative the campaign gave fans cause to renew their commitment to the club they love.