NRL Advertising Campaign Engagement | Ruby Cha Cha

NRL Advertising Campaign Engagement

Wild Turkey New Product Optimisation
July 7, 2017
Lifestyle Channel Multichannel Engagement
July 7, 2017

NRL Advertising Campaign Engagement

THE CONTEXT

Identifying the creative execution that is most effective for driving participation in junior Rugby League

Understanding what messages resonate with the audience they are targeting; Mums and young kids

THE CHALLENGE

The NRL wanted to invest into the ‘grass roots’ areas of the sport. Focusing specifically on the growth of the junior sections of the sport, they wanted to launch an advertisement campaign to get better engagement with their juniors.

THE JOURNEY

We used a pyramid group flow to get a full range of perspective from both Mums and young kids.

From this method, we gained key insight into what each group was attracted too within the two offered advertisement campaigns.

THE RESULTS

The and worst elements of each advertisement campaign were identified for the NRL

We provided recommendations for the best campaign for their target, based off our research

Our work with the NRL moved into an additional stage in which we are tracking the progress and success of their campaign.

ABOUT THE AUTHOR:
ELLEN BARON

CEO - Expert in consumer psychology, semiotics, ethnography and the Real Housewives of Melbourne.