The Context
The NRL wanted to invest in the ‘grass roots’ areas of the sport. Focusing specifically on the growth of the junior sections of the sport, they wanted to launch an advertising campaign to get better engagement with their juniors.
A case study with NRL
The NRL wanted to invest in the ‘grass roots’ areas of the sport. Focusing specifically on the growth of the junior sections of the sport, they wanted to launch an advertising campaign to get better engagement with their juniors.
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
After workshopping ideas, we used a 'pyramid-style' group to get a full range of perspective from both Mums and young kids at the same time.
From this method, we gained key insight into what each group was attracted to within the two offered advertisement campaigns and how they could co create the future for NRL
Understanding positives and negatives of each campaign were identified alongside optimisation ideas and additional ideas for future campaigns.
Our work with the NRL moved into an additional stage in which we are tracking the progress and success of their campaign.
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