It felt right and it was the right tone for us at this time.Explore everything hockey with THW’s Hockeypedia pages. “How they brought it to life was was exciting to us. “When we got to the end of the pitch process, they presented us some really insightful work - smart and grounded, both in the game as well as just from a creative perspective. “I think pretty early on, we realized Chad and the entire team at Highdive were smart, to a degree humble, easy to work with, a good partner,” Hall said. Highdive, an independent five-year-old agency based in Chicago, made a strong first impression. “We felt like there’s an opportunity here, and some momentum around our business and our game that we want to be fully prepared to take advantage of.”Īfter producing most of their creative in house for the last several years, the league put out a call for pitches to to several agencies. rights deals with ESPN and Turner, as well as just coming out of Covid and getting back to full buildings. “We recognized that we were, here at the league, kind of in a moment of transition,” Hall said. The league’s new broadcast rights agreements with Disney/ABC/ESPN and Warner Media/TNT were part of the impetus to seek some fresh creative input. It launched on the airwaves on Black Friday, when ABC aired its first NHL game since 2004. The ‘Nothing Regular’ campaign was structured so that those moments could be pushed out on digital and broadcast channels with very little turnaround time. “As an entertainment property, it’s exactly what we want.” “Even if it’s not your favorite team, even if it’s maybe not what the matchup is that you would typically tune in to - the fact that in every game, in every period, and potentially in every shift, something amazing could happen? That’s all, as a sport, that you can ask for,” said Casey Hall, the NHL’s senior vice president of marketing and consumer insights. The play - and the ads - remind sports fans that even during the long 82-game regular season, there will be moments worth watching nearly every night.
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