Creative Testing Kids Sports

A case study with League Stars

What elements of an advertisement resonate with viewers

The Context

The NRL wanted to increase participation at a junior level through their League Stars program using a targeted creative

The Challenge

Ascertain the key elements that are important to include in the NRL creative.
Key message, relevance and impact
Optimisation for launch

The Journey

Tandem focus groups – parents and their children in separate groups to separately evaluate and then come together to discuss.
The NRL's new national introductory rugby league program – League Stars – was launched in July 2019

The Results

Clearly identified the aspects of the creative campaign that resonated with both parents and children.
Identified opportunities for growth for both the creative concept and well as the league stars brand.
Put forward a plan for how to improve or emphasise aspects of the creative to better appeal to future viewers.

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