Melbourne Storm urges Melbournians to ‘Fan Up’ in new a integrated campaign via CumminsRoss
Melbourne Storm has used its Season Launch to unveil its new advertising campaign – urging sports-loving Melbournians to Fan Up and put their passion into action by embracing the rugby league experience in 2014 via CumminsRoss.
With superstars Cameron Smith, Billy Slater and Cooper Cronk again leading the charge, Fan Up encourages all Melbournians to embrace and experience the passion and excitement of world-class rugby league action, right in their own backyard.
Using the catch cry Fan Up the campaign is designed to help inspire Melbournians who have an interest in the game to take the next step to see their team in action.
As well as experiencing the adrenalin of live matches, the campaign aims to show supporters the different ways they can Fan Up – from checking out the website, following the team on twitter, buying merchandise or becoming a member.
Says Mike Billing, Melbourne Storm marketing director: “Melbournians have a formidable reputation for being the nation’s biggest sports fans. We know we have a huge supporter base of 1.3million supporters and we want them to Fan Up and take even more pride in their city’s only rugby league team, by coming along to a game or supporting their club in other ways.
“Watching a Storm game is a premier sporting experience. We’ve got world-class athletes playing with pride, in a world-class stadium and its right on our door step.
“We can promise Melbournians who Fan Up and come to a game will get bang for their buck, with Storm once again been rated the NRL’s number one game-day experience.”
Fan Up will be an integrated campaign headlined by 15 and 30 second television executions with game day and membership messaging.
The TVC will also be used across a range of digital channels and supported through radio and print executions. As the campaign is about the fans it will use social media to ask them to show how they have taken on board the Fan Up message and are supporting Storm.
The Fan Up campaign, builds on the existing No Ordinary Team messaging that gave personal insights into some of the club’s key figures, bringing the fans closer to the team. While Fan Up encourages fans to take action, No Ordinary Team remains the underlying tagline and brand position for the club.
Says Kirsty Muddle, CumminsRoss chief media and innovation officer: “We are very proud of our relationship with Melbourne Storm. We live in the sporting capital of the world, this goes beyond advertising for us, we have a patriotic passion for this club. As well as the game day experience this campaign is designed to talk to all levels of the fan continuum and will encourage people to take action and Fan Up for Melbourne Storm.”
8 Comments
The resolution really makes it
More compelling evidence of why Cummins are Adnews agency of the year.
@Steg,
I don’t know you but that’s funny.
Oh, just once could we try to avoid the bland, multiple cliche approach to sports advertising? On a positive note, there’s a germ of an idea in sports fans reading the paper from the back. A good observation. Why not make that the idea instead of one of many tiny ideas destined to end up as wallpaper?
Reading the paper from the back to the front used to be one of my dad’s old jokes and fuck knows, I’m old enough.
IT’S FEEDING TIME
Another account Grey have lost.
It’s not the best, nor is it the worst. At least there’s an idea in it.