Although rebel is a well-known and established sports retailer, it aspires to stand for more. rebel developed their “Sport is Calling” proposition which launched in 2020. Through the power of their campaign rebel were seeking a partner to help them drive understanding of the “Sport Is Calling” tagline, and the transformative power of sport.
To engage Australians with “Sport Is Calling”, we used key, relatable and recognisable Nine talent to create a call to arms, building on the rebel brand manifesto. We put the challenge out to the people of Australia to unpack what sport means to them – to tell us how sport calls out to them; how it lifts them up; how it shapes their day; and how it allows them to unwind.
Nine launched a network-wide competition, using Erin Molan and James Bracey, challenging Australians to tell us what sport means to them for the chance to win $20,000 cash. The campaign was launched via a cross-platform approach featuring a 30-second TVC, full wraps of the Sun Herald and Sunday Age, an integrated segment in Sports Sunday, and home-page buyouts of our digital mastheads.