R/GA Sydney launches first work for NRL to create a stronger connection between the fans and the game
R/GA Sydney has released its first piece of work for the NRL with its ‘This is How We League’ campaign which is designed to create a stronger connection between NRL fans and the game.
Bob Mackintosh, VP ECD at R/GA Sydney, told Mumbrella, the campaign – which includes a 90-second film, a mural and a social activation – is about bringing out fans’ passion for the game and helping people share that love.
“There are millions of fans of the game, an estimated six million Australians who actually follow the game, but the problem the NRL have been facing is that although there are many fans who love the game, they are unlikely to promote it – Millennials specifically are the least enthusiastic or least vocal about the game.
“The task was how do we unlock this pride and love they have for the game, and in doing so get them to re-engage and share that love with others?
“To do that what we wanted to do was create a stronger connection between the fans and the game, specifically the clubs and to some extent the players as well. It was really about trying to drive the connection between those two things.”
R/GA Sydney won the NRL account from incumbent agency Archibald/Williams late last year.
The hero video for the campaign features NRL player James Tedesco as he is driven around Sydney by an Uber driver who is also a fan of the game.
The campaign includes symbolism for all 16 teams and their fans.
“It’s really loaded with moments designed to connect with fans and specifically speak to topics or things that they are talking about now, in the lead up to the season.
“We wanted to create a piece that was really in tune with the conversations around the game right now,” Mackintosh said.
Featured in the ad as a form of “symbolism” for South Sydney fans is a mural in Redfern which has been created to celebrate the return of Greg Inglis, who took most of last season off to focus on his mental health and other injuries.
Different scenes in the ad will have a deeper meaning for fans of the various clubs and highlight the “beautiful things” about the game and its rich history, Mackintosh said.
The ‘This is How We League’ campaign also includes a mobile site which allows fans to create and share customised club memes by selecting their team and sharing the images straight to Facebook or Instagram.
“The film is great as it shows all of the fan behaviours and all the things that are great about the game, but we wanted to give something to fans that allows them to express their love for the game, so we created this social activation which allows them to do just that.
“It is quite simple, it allows fans to show how long they’ve loved their team and share that as a social asset,” the creative said.
Images created by using the mobile site
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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