Reigniting chemistry for the NRL’s most passionate fans

Client
Newcastle Knights
Project
Sacred Ground
Expertise
Brand Design
Creative
Strategy
Production
Digital

Things weren’t always so rosy for the Newcastle Knights. Not so long ago, they were coming off the back of two consecutive wooden spoons and fan morale was at an all-time low. To reignite chemistry for fans and drive memberships for the new season, we turned to the one thing fans would always be proud of: their home ground. Over the last 30 years, every part of the field had witnessed incredible moments that shaped the club’s history. For Knights fans, it’s sacred ground.

To launch the membership drive, we gave fans the chance to get behind the team like never before, by offering them their very own patch of hallowed turf at the Knights home stadium.

Through an immersive online platform, we divided the playing field into 30,000 pieces of virtual turf, and gave fans the chance to own a patch of history, as well as discover and relive the history the ground. All this was shareable, along with the title deed they received from the Knights CEO.

By connecting with fans in an entirely new way, we helped sell over 13,000 pre-season memberships, the most in the Knights’ 30-year history.

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