NBL

Making every moment matter via a brand and marketing campaign

The brief

After a successful NBL23 season marked by substantial league growth, the NBL aimed to elevate their national campaign for NBL24. The focus goals were on amplifying engagement across physical, digital, and broadcast channels, challenging brand perceptions to be aspirational and uniquely attractive, and driving attendance through a high-impact season launch.

The solution

Working with the broader internal team, we unpacked strategic insights, and collaborated with the NBL to establish foundations for the brand and creative development. Through an integrated strategy, creative, and production delivery model, I led the comprehensive end-to-end creative response, culminating in the 'Every Moment Matters' tagline, above the line season messaging, visual brand build and content templates for print and digital marketing channels for the NBL 24 season. This is also included TVC film production, shoot direction and scripting.

The outcomes

At the halfway mark, the ongoing campaign has demonstrated significant growth year on year across broadcast, digital channels and attendances, showcasing the effectiveness of the strategic approach in achieving the NBL's objectives with historic numbers that include:

• 37% increase of NBL streaming and subscription channels

• 10% FTA growth in the Metro 5 cap

• 58% increase of NBL App downloads

• 40% increase in Web and App views

• Record breaking Round 1 attendance, attracting close to 51,000 fans

Role: Creative Director