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.
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.
Melbourne Storm Marketing Director Mike Billing said: “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.”
Created by renowned marketing agency CumminsRoss, 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.
Kirsty Muddle, CumminsRoss Chief Media and Innovation Officer said, "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”
CumminsRoss is an Independent Full Service Creative Media Agency based in Melbourne, New York and Adelaide.
Recent industry awards include:
2013 AdNews Australian Agency of the Year
2013 AdNews Independent Agency of the Year
2012 B&T Victorian Agency of the Year