BRISBANE BRONCOS
With their neighbours, the Dolphins, about to start their first season in the NRL, the Broncos needed to put down a marker.
So, we set about reminding fans that there’s only one Brisbane team.
THE BIG IDEA
No other team in the NRL has such an undeniable affinity with the city it calls home than the Brisbane Broncos.
So, we created an emotive brand platform for the club that celebrated the unique bond between the team and town. Showing how the Broncos course through every vein of Brisbane, and vice versa.
We wrote a love letter to Brisbane that was read by up-and-coming, Brisbane-based hip-hop artist, iiiConic. Then, set it against a mixture of shot and archival footage that brought to life the special bond between the club and city.
Our campaign message was then rolled out across a range of OOH and social placements.
The Heart of Brisbane campaign even extended into a limited-edition jersey featuring Brisbane skylines and maps. The team wore the jersey as they made history by beating the Dolphins in the inaugural Battle of Brisbane.
That night, every Broncos player became a walking, running and tackling embodiment of the campaign’s ethos.
The media’s reaction to The Heart of Brisbane was proof that we’d nailed the strategy.
The Broncos wanted a response from this campaign. And they certainly got one!
THE RESULTS
Before the season even kicked off, the Broncos were able to secure over 30,000 members – the earliest point ever in their proud history to achieve this milestone.
And most importantly, the Broncos took out the inaugural ‘Battle of Brisbane’ against their cross-town rivals in a nail-biter.
