NRL calls on fans to ‘Let’s make history happen’ in season launch campaign
The NRL is sticking with the history theme for the second year running, urging fans to get to the game and “Let’s make history happen” in a campaign that has seen the code use behavioural scientists in an effort to get the message right.
The NRL is continuing with the History theme in 2017.
The campaign, which launches tomorrow after the official season launch today, will focus on drawing fans to the game to get the full experience of the code and will target the youth market in particular.
Peter Jarmain, general manager, marketing and brand, told Mumbrella the historic Grand Final win by Cronulla last year had set up the NRL perfectly to continue to tap into the history theme.
Sack the behavioural scientist. This is just dull.
Would very much welcome some detail regarding how behavioural scientists were used for this campaign? And not the usual dinner table anecdotes or headline heuristics / biases please.
Personally I like it. The undertone of tweet and #HASH TAGs through out shows you how sport is going. It resonates with the modern day fan, where sport and technology meets.
The only history the NRL is making in 2017 is an even bigger loss than 2016.
This article provides no information on how behavioural science was used in the campaign. Sure, there was the brief mention of a concept from the behavioural sciences (in this instance, cognitive fluency – which hasn’t been widely replicated mind you).
To think this is an application of behavioural science suggests Mumbrella – and other agencies who tout their behavioural science chops (I’m looking at you Ogilvy) – have a poor grasp of what exactly behavioural science is.
That or the consultants employed don’t know what behavioural science is or, even worse, they pulled the wool over the eyes of the NRL (by all accounts, not that hard to do).
Back to back for the sharks BTW!