Newcastle Knights encourage fans to claim patch of ‘Sacred Ground’ in new campaign via Enigma
This week sees the launch of the 2017 membership campaign for the Newcastle Knights Rugby League club, created and produced by Enigma. “Sacred Ground” is an integrated campaign designed to get fans behind their beleaguered team next season.
The fans will not only be able to show their support for their team but will now get something equally as valuable in return – a patch of the hallowed turf on which they play.
In an immersive web platform (www.sacredgroundnk.com.au), the stadium turf has been divided into 30,000 square foot patches, with 1,000 patches making up 30 major regions. Fans will be able to discover the history of the regions, all of which are represented by a key Knights memory from the last 30 years.
The campaign invites fans to claim a patch, discover the history associated with that patch and also add memories of key moments in their own history with the club. And of course share it with friends online.
Says Pete Ogden, ECD, Enigma: “We needed an idea that would pull at the heartstrings of the loyal fans and their connection with the team. We hope the thirty years of history that has seeped into that grass will prove to be irresistible to them.”
Says Matt Gidley, CEO, Knights: “This the biggest campaign idea we’ve rolled out as a Club and in our 30th year, it’s even more important that we get it right and give the fans something special. We get great support from our fans and we love Enigma’s idea because it is innovative and original.”
Says Lisa Sutton Gardner, managing director of Enigma: “We’re delighted to be helping The Knights on this important project. They’ve been an incredibly brave and supportive client from the get go and I think it’s resulted in some really fresh work for the category. We’re certainly proud of it and expect it to work hard to drive a commercial result for the club. I’ll personally be buying a few patches for my family as soon as the campaign goes live.”
The campaign is built around the web platform that was produced by Enigma’s digital team, with significant TV, radio, print, OOH and a large social component. The TV campaign was shot by Dylan Duclos from Infinity Squared.
Client: Newcastle Knights
CEO: Matt Gidley
COO: Wendy Charmichael
Memberships: Sam O’Hearn, Sam Millar
Agency – Enigma
ECD: Pete Ogden
Exec Director: Peter Chapman
Creative Team: Matt Dawe, Matt Plummer, Luke Duggan, Lucy Edison, Dan Stephens
Digital Team: John Kouris, Will Brown, Abhishek Das, Quan Do
Account Management: Simone Whalley
Planner: Gerad Pethabridge
Agency Producer: Baz Milas
Photography: Ange Maloney
Production Company: Infinity Squared
Director: Dylan Duclos
Production Co Producer: Jo Austin
Offline Editor: James Ashbolt
Grade/VFX: Matty Fezz
Sound Design: Noise International
Online Imagery: Limehouse Creative
12 Comments
A nice interactive idea, shot well. Bravo.
well done boys
Best on ground. Onya Lukey. .
Go Menly!
Choice stuff, Oggy. Well done everyone involved.
Love it Pierre
Awesome stuff
https://www.youtube.com/watch?v=P86m7sWrmtM
You needed to find a new angle. Sorry.
Nice work Oggy!
Finally some good stuff coming out of God’s Country! Long live Johnsy, The Northo, Dick Tower, Garth Mcgregor and King Smack.
Hold on @too close.
I tried to look at the crick – yawwwwwn – et concept you sent me to, in order to verify whether your acidic post to the guys at Enigma – a regional agency doing work that’s much better than a lot of those in Sydney – was warranted, but I fell asleep at 1:59.
Will try again later if you like, to see if you actually know what you’re talking about.
I swear I see this idea like once a year.