The National Rugby League of Australia asked us to develop a way to increase fan membership for each of their 16 clubs.Whilst the supporters are regulars at NRL matches there is a general apathy towards actually purchasing a membership. They’re not aware of just how much the clubs value their support both financially and as fans.

The creative thought was to treat members as key signings for the 2008 season. We organised press conferences with leading NRL players, coaches and management along with members who were interviewed about their decision to sign on with their team.Fox Sports presenters came on board to report the conferences that aired on FOX SPORTS as genuine late breaking sports reports.

The response was overwhelming with members flying interstate to take part in the event.To date, there has been a 23% increase on new memberships.