Strengthening a national brand through commercial partnership
Role
Concept Development
Copywriting
Art Direction
TVC Production
Design
Motion Graphics
Finished Art
Understand/analyse
As part of the ongoing strategy to grow their market share in the Eastern States, specifically New South Wales, MyPlace signed on as the principal sponsor of reigning NRL Premiers, the Penrith Panthers.
One of the goals of this partnership is to expose the brand to a highly engaged audience, increasing awareness among Panthers’ fans and NRL viewers more broadly. To do that we developed the following communication assets:
- A 30 second TVC featuring Panthers’ stars to launch the partnership
- OOH assets featuring the Panthers’ stars
- 3 x15 second TVC’s featuring Panthers’ fans broadcast during Panthers’ games in March
- LED signage around the home ground
Position
The first task was to develop a line that encapsulated the partnership, identifying the common ground that united MyPlace and the Penrith Panthers.
Being one of the most successful teams in NRL history, the Panthers represent the best in their field. In addition, being professional athletes, they need to be at their absolute best for game day, as part of that they need a home environment that ensures they stay at their best, which is where MyPlace comes in.
Based off this premise, we identified “The Home Advantage” as the core line that represents the partnership between the two brands, speaking to NRL fans while also nodding to the high performance of the MyPlace Smart Home System.
BRAND ESSENCE
The Home Advantage
Ideate
The first piece of creative was a 30 second video announcing the partnership. The role of this creative was to get Panthers fans excited about the sponsorship while demonstrating the features of the MyPlace Smart Home System. Having access to Penrith Panthers allowed us to write and produce a video featuring the superstar father and son duo of Ivan and Nathan Cleary and Brian To’o and Jarome Luai.
Following the announcement video, three 15 second ads were created to leverage the sponsorship during the season to maximise impact. These were focused on communicating the benefits of MyPlace through various slice of life scenarios featuring a family of Panthers fans.
Next, we developed a range of OOH assets that appeared, winking to the fact that there are a lot of NRL fans up north who aren’t fond of the Panthers. Then as a final touchpoint we created LED banners to run in the stadium during games to further strengthen the messaging and brand partnership
PLAN / Implement
The campaign launched in November 2023 with the sponsorship announcement and accrued over one million views across socials int the first month. The campaign has continued on broadcast TV, digital, streaming, social and OOH throughout March 2024 to launch the season across, while the LED signage will run at all home games throughout the 2024 NRL season.