NRL
Reversing the decline in NRL traffic with a tweet.
With NRL game attendance in freefall, we needed a national campaign to remind fans that nothing beats the thrill of live footy.
Insight
With NRL game attendance in freefall as people watched in HD from home, we needed to remind fans that nothing beats the thrill of live footy.
Idea
Ahead of the Grand Final, we put a call out to fans via Twitter, asking for real footage from the season’s NRL games. Their prize? A premium double pass to the NRL Grand Final.
We transformed the footage we received into an anthemic TVC and campaign, reminding NRL die-hards that nothing compares to being there.
In OOH, we blew up the season’s most historical moments for all to see.
We also travelled the country to shoot and edit a series of high-quality films that explored the great work the NRL do in the name of social responsibility.
Originally planned to exist only on social media, they were received so well that they also ended up on TV.
The results
Be There When History Happens became a rallying cry for the teams and gave fans the reason they needed to come and cheer on their heroes. We hit NRL fans so hard in the feels that their bums started landing in empty seats in stadiums all over Australia.
#HistoryHappens achieved a reach of 3.7 million and 21 million impressions. Ticket sales were up for the first time in 10 years and the clubs enjoyed an 11% boost in their memberships YOY.
TV viewership even grew by 14%. And the rest is history.
