Advertising the final in QLD

[waratahjesus]

I'm doing somemwork for an advertising company this week that is responsible for the NRL marketing strategy to some extent. This morning I got put on a project that I thought might be interesting for afew posters around here and especially the ones I know that are interested in marketing.

Basically, if the reds win this weekend the grand final is at suncorp stadium, the problem for advertising is the state of origin decider is being played on Wednesdaymbefore it.

While both games have selling points and will nondoubt sell out, today I was put in charge of coming upnwith a strategy for the ARU to sell the supeRugby grand final on the back of state of origin in the hope of stealing viewers. This isn't what the company is doing but rather they want to be able to counter this and draw viewers into watching league instead of the grand final.

Interesting and I thought it mint make a good discussion on the back of some of the others on here about advertising.

 

[tigerland12]

Wasn't expecting to encounter any marketing discussions whilst on my university break but oh well haha.

Few ways to look at it. Entertainment factor, Quade Cooper and Digby show if tv advertising was used. The main thing would be countering the whole "passion mateship in-the-trenches" rubbish origin advertising focus's on.

With that you could look at exploiting the reds rise in the past two seasons ie: After a decade of heartache, this is our time. Stuff like that.

That's how I would approach it.

 

[drewprint]

I think a good approach would be to gear it towards the World Cup - the ultimate event that highlights a key, unique point of difference between the two codes = true, legitimate international competition.

It all starts here. Local boys evolving into Reds, evolving into Wallabies, evolving into World Champions. Let's show the Kiwi's what they're in for in a few months time.

 

[Sully]

How about using the Courier Mail led Conspiracy theory about how the NRL is against Queensland. Taylor gets 5 weeks after Uate gets off etc. Tell Queenslanders to send a message to the NRL by not watching SOO 3 and watching the Super final instead.
They won't have a Qlder on the commentary team
They changed the Refs.
They supended our players.
Send Sydney's league bosses a message! Turn off SOO 3! Watch the Reds win the S15 instead.
Go Queensland! We are Red.

 

[Athilnaur]

I'd go the win-win. Huge week for Rugby, 2 Immense Games etc. '300' undertones, the whole bit.

The cliche'd approach would be to use an Anzac theme, but any angle that hypes both will, to my (ex)marketing mind, work far better than a divisive message.

If you are playing Devil's advocate and have to find a poacher theme for ARU, I'd go the International angle to out trump the NSW-QLD Origin angle, with an upmarket twist since thats the ARU market and likely to be a tight fit to what the ARU marketing team would do. But it would be a poor second in my view to hyping up both events.

 

[Set piece magic]

Whatever you do, don't devalue league.Not what we need atm.

Instead de-value something else or part of it, i.e. the fact that as others above have said get on the conspiracy train.

not sure why they want to do this, tbh i will be watching both...

 

[Groucho]

I'm doing somemwork for an advertising company this week that is responsible for the NRL marketing strategy to some extent. This morning I got put on a project that I thought might be interesting for afew posters around here and especially the ones I know that are interested in marketing.

Basically, if the reds win this weekend the grand final is at suncorp stadium, the problem for advertising is the state of origin decider is being played on Wednesdaymbefore it.

While both games have selling points and will nondoubt sell out, today I was put in charge of coming upnwith a strategy for the ARU to sell the supeRugby grand final on the back of state of origin in the hope of stealing viewers. This isn't what the company is doing but rather they want to be able to counter this and draw viewers into watching league instead of the grand final.

Interesting and I thought it mint make a good discussion on the back of some of the others on here about advertising.

Something along the lines of 28 Days Later (except called 4 Days Later) with rabid mungo zombies running amok in the streets of Brisbane, until one day there is a golden dawn...

 

[BDA]

Well the big difference in my view is that the Queensland Origin side has been in a golden era for 5 years now and in terms of dominance it's probably coming to an end in a sense. Whereas for the Queensland Reds a golden era will be born if we win the final. Stealing a bit from some of the ideas above i'd go with something along the lines of -- "With every winner there is a loser. With every triumph, heartache. (showing shots of qld league and reds footage of players etc the elation of the maroons and the disappointment of the Reds players and fans) "And though many of these battles will long be forgotten, there is one day we will never forget...the new dawn...The day we rise up from the ashes and change our history"...."The day we resort our rightful place at the throne once more" "The birth of a new dynasty" ...finish with the text QLD RUGBY IS BACK!!!! coming out of the smoke. I'm thinking of the Terminator music that the Force come out to as the background music..

 

[BDA]

My idea plays on the concept that, as a Maroons fan I must admit that winning the series means less to me now than it did 6 years ago when we were always losing. I'll always remember 2006 when we finally took the series after 4 long years. What a feeling. That is the passion that NSW fans are feeling right now. When the blues eventually win a series their fans will never forget it.

I feel that way with the Reds. If we can go all the way.

 

[Tangawizi]

While both games have selling points and will nondoubt sell out, today I was put in charge of coming upnwith a strategy for the ARU to sell the supeRugby grand final on the back of state of origin in the hope of stealing viewers. This isn't what the company is doing but rather they want to be able to counter this and draw viewers into watching league instead of the grand final.

So you're company is tasked with enticing viewers into watching the Bulldogs v Storm match on at Adelaide Oval, rather than tuning into the Reds first ever Grand Final appearance? Good luck with that. Naked cheerleaders would not be enough to get me to flick over to the NRL game (mainly because I'll be at Suncorp).

Your best bet could be lining up with a betting agency and have some sort of massive "free bets" promo. Give everyone a free $50 or $100 shot at the game and they'll at least check the score once or twice.

As for the ARU needing to sell the game on the back of the Origin.... tickets go on Sale to the General Public at 9am on Wednesday. I'd be surprised if their were many left by the end of the day. If it is Reds v Crusaders it will be sold out before lunch time.

 

[waratahjesus]

So you're company is tasked with enticing viewers into watching the Bulldogs v Storm match on at Adelaide Oval, rather than tuning into the Reds first ever Grand Final appearance? Good luck with that. Naked cheerleaders would not be enough to get me to flick over to the NRL game (mainly because I'll be at Suncorp).

Your best bet could be lining up with a betting agency and have some sort of massive "free bets" promo. Give everyone a free $50 or $100 shot at the game and they'll at least check the score once or twice.

As for the ARU needing to sell the game on the back of the Origin.... tickets go on Sale to the General Public at 9am on Wednesday. I'd
be surprised if their were many left by the end of the day. If it is Reds v Crusaders it will be sold out before lunch time.

Selling the game on the back of origin is about inticing television viewers, the grand final of supeRugby if qld feature, the game will obviously be less of a draw as they will be playing a south African or kiwi side, by advertising during state of origin that draws around the 2 million mark it reminds viewers to make a choice, it's nit just about the storm game but the whole weekend and selling the code as must watch.

 

[Sully]

Oh DURING the game. Forget what I said.

 

[RugbyReg]

Oops, posted this in the wrong thread. Should be here.

[video=youtube;2_l8iR7x2VA]http://www.youtube.com/watch?v=2_l8iR7x2VA&feature=youtu.be[/video]

 

[chasmac]

Nice job gagger

 

[chasmac]

Well the big difference in my view is that the Queensland Origin side has been in a golden era for 5 years now and in terms of dominance it's probably coming to an end in a sense. Whereas for the Queensland Reds a golden era will be born if we win the final. Stealing a bit from some of the ideas above i'd go with something along the lines of -- "With every winner there is a loser. With every triumph, heartache. (showing shots of qld league and reds footage of players etc the elation of the maroons and the disappointment of the Reds players and fans) "And though many of these battles will long be forgotten, there is one day we will never forget...the new dawn...The day we rise up from the ashes and change our history"...."The day we resort our rightful place at the throne once more" "The birth of a new dynasty" ...finish with the text QLD RUGBY IS BACK!!!! coming out of the smoke. I'm thinking of the Terminator music that the Force come out to as the background music..

Lockyers last game v's the rise and rise of Cooper

 

[wamberal]

Cooper's brilliance and unpredictability is the key, surely. How many league supporters have ever seen anything like that audacious backfield crosskick a few weeks ago?

Reds Rugby - anything can happen, any time, anywhere.

 

[Nelse]

The advertising will definitely feature Cooper heavily, brief clip of Ioane's helicoptor and lots of running rugby. If it were me I'd be trying to draw the audience in with the queensland connection. Ie.3rd massive game for queensland in a week. then depending on crusaders or stormers getting through, directing the audience to taking it as a Bledisloe-Lite (as that would be the next big game in Brisbane) or getting one up on the defending world champs before the world cup (as south africans) But Id be certainly trying to focus on the parochial side of the game