hawthorn football club

Client relationship since 2004
CumminsNitro was appointed in January 2004 to assist the Hawthorn Football Club with it's advertising and communications campaign. This meant establishing a theme for the brand and develop a campaign to drive membership levels.

We all know that true, hardcore footy fans purchase club memberships, but it's often hard getting them motivated to get bums off couches and into the stadiums. So, keeping this in mind, the creative concept of ‘Hardcore Hawthorn’ was born. With the objectives to inspire camaraderie amongst the fans - to get them behind their team, barracking from the sidelines, and active people to become paid-up members of their club - a direct marketing campaign was developed together with four 30 second TVCs

The direct marketing campaign was the first time the club segmented its database and truly communicated to fans on a one to one basis and the TVCs reflected the passion that is the Hawthorn Football Club. Interestingly, with ‘Hardcore Hawthorn’ theme has become a rally cry for the club. It's now about playing hard and being hardcore.
hawthornfc.com.au

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