Isaac
Years ago
National advertising campaign for NBL
NEW NATIONAL BRAND CAMPAIGN FOR NBLThere's a teaser (that will lead to jokes about the NBL blowing up) here in MP4 format.
The National Basketball League has unveiled a new national marketing campaign that brings to life the unique elements of the sport of basketball at its launch of the 2010/11 NBL season in Sydney today.
The campaign centres on a television commercial which will launch in October before the season commences on October 15, and will be supported by an underpinning targeted national advertising campaign.
Basketball Australia Chief Executive Officer Larry Sengstock said the campaign focused on the unique advantages basketball has over other sports.
"Unlike competing codes, the National Basketball League's appeal is that from the moment the game starts until the final siren - anything can happen anytime," said Sengstock. “There are no nil-all draws, no drawn-out penalty kicks, no waiting for a result – it is non-stop action for the whole family.
“The point of difference for the NBL is linked to a key part of the game structure – the 24-second shot clock. The constant action and urgency created by the ever reducing shot clock means that players are always on the edge – looking for the next quick pass, the next screen and the unexpected shot.
“The feeling of needing to beat the shot clock leads to the insight that for the players, that shot clock drives the demand that a great shot is put up before the clock ticks down. Every play has to have urgency. Every play has to count. Every play could change the game. Every play has explosive potential.
“The campaign will underline the NBL’s promise of being one of the most exciting spectator sports for fans at the game or watching on TV,” Sengstock concluded.
The key brand device that brings this to life is an explosive basketball. Using the image best remembered from cartoons and old Hollywood movies, the exploding ball device captures the feeling of impending action and extraordinary explosive action on court and off.
The campaign, which has been produced by strategic agency shift.101 and award-winning creative agency 12:20, has the full support of all nine NBL clubs, who have welcomed the idea as a fresh and exciting approach to the marketing of the NBL.
