Last week saw the launch of the 2017 membership campaign for the Newcastle Knights, 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 the Knights play.
In an immersive web platform, 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.
Enigma Executive Creative Director, Pete Ogden, says 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.
“We needed an idea that would pull at the heartstrings of the loyal fans and their connection with the team,” Pete said. “We hope the thirty years of history that has seeped into that grass will prove to be irresistible to them.”
Knights CEO, Matt Gidley, Knights CEO, said that the Knights get great support from fans and they love Enigma’s idea because it is innovative and original.
“This is 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,” Matt said.
Enigma Managing Director, Lisa Sutton Gardner, said they were delighted to be helping the Knights on the 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,” Lisa said. We’re certainly proud of it and expect it to work hard to drive a commercial result for the club. I’ve personally bought a few patches for my family!”
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.