THE
KNIGHTS
COME OUT CHARGING
THE
PROJECT
We were approached by the Newcastle Knights NRL team to create their 2021 seasonal campaign off the back of a challenging year impacted by the global pandemic. Our goals were to retain an existing support base, increase membership, game attendance and website traffic.
Our strategy for the ‘Come Out Charging’ campaign was based on identifying the need to connect with younger cohorts of fans and families. Our campaign considered al touchpoints - messaging, content and media.
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Markets : Australia
Channels : TV | OOH | Digital | Radio | Social | Merchandise | Press | Video | Content | Uniforms
THE
RESULTS
Highest number of memberships sold in clubs history
First three home games of the season sold out
6% increase in member retention rate
5.3% upgrade rate
23% increase in ticketed members
53% increase in new members
50% increase in new member revenue
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COME OUT CHARGING
GAME DAY TVC
CLIENT
SAYS
“Superthing created our
best performing campaign ever,
in an unprecedented year with a
pandemic. They identified the
need to engage a younger
audience and went after
them in every possible way”
|
CLAIR COLEMAN
GROUP CMO
THE KNIGHTS
KNIGHTS TVC 15”
PLAYER LED SCREENS | MOTION DESIGN
SOCIAL
