PAY MONKEYS, GET MEMBERS
When the NRL approached Three Drunk Monkeys to develop a way to increase club membership, their solution was to treat members as the key signings for the approaching 2008 NRL season. A series of press conferences was set up where leading NRL players, coaches and management showed their support for members who were interviewed about their decision to sign on with their team. The response was overwhelming with members flying interstate to take part in the event. Presenters David Murdoch, Luke Elvy and Russell Fairfax from FOX SPORTS came on board and the stories of these members now feature in news reports that are currently airing on TV and online. The campaign also includes press ads each week that list members’ names as they sign on to become part of their team.
Client: NRL
Title: Key Signings
Agency: Three Drunk Monkeys
Creative Directors: Justin Drape, Scott Nowell
Art Director: Sam Chappell
Copywriter: Nick Morrissey
Director: Justin McMillan
Agency Producer: Thea Corone
Business Management: Mark Green, Daniel Deutsch, Leigh Morrison,
Andrew Stanley
Production Company: AHT
Client: Michael Johnson, Kylie Stray
20 Comments
works for me, smack on brief.
I remember seeing this on air and thinking ‘that’s good…I hope the monkeys did that.”
Onya scott….(go the Beasties)
the monkeys are on fire
Simple. Brilliant. Gold.
As someone who tackled this brief a few years ago at S&S prior to Justin & Scott’s arrival and never even came close to this idea, I doffs me hat.
The truly inspired ideas always look obvious and easy in hindsight. Well done.
Huuuuuuuge congratulations to all concerned (including client) for avoiding the obligatory spectacular tackle/spectacular try compilation cliches.
That’s brilliant. Love it.
Looks great guys, well done.
First ‘fake’ news presentation I’ve seen that’s not too OTT and corny. Bloody funny actually.
Well done.
Cracker.
Caught this on air and it looked bloody great.
I’d have to agree – it’s great to see some really bloody good work on here – and to see how positive the comments are! Great work.
Nice one Nick. really fresh take.
I knew you would pop up somewhere.
Chris Mc
Me likey. Me likey a lotty.
Finally, a good idea.
Well done.
Nice stuff guys. Tricky brief but you’ve got a good one away.
Remember the print campaign we ran for referee recruitment donkey’s years back? Really liked that one too….
Cheers,
Paul
Nice one Poons. You make ads real good.
You deserve a Slow Made.
Nice one Sam and NIck!
It’s a dying product. A good idea should help kill it faster.
This is by far the best thing I’ve seen in a long time.
Big thought. Hope to see it extended out.
Well done to all involved.
Fantastic work guys. Great idea. Miss my footy even more now!
ML
It’s not so much the idea – the fan/player switch has been around for a while. It’s getting all those key people involved that’s the brilliance. Nice one Champ.
‘Pay peanuts get Malaysia’
why do they call it footy when the ball hardly ever touches a foot?
Maybe it should be called backwards-throwy.
Nice work, monkeys. Shit game though.