https://www.brotherandco.com/wp-content/uploads/2019/08/broblack.svg
back to all work

Brisbane Heat:
Helping the Heat find the sweet spot.

THE BACKGROUND

The Brisbane Heat is a Big Bash League (BBL) success story. Boasting a wide supporter base across a range of demographics, sold-out crowds and over 1 million broadcast views per game, it stands to reason that coming up with a suitable war cry for the Queensland cricket team would be no small feat.

So, when the Heat approached Brother in 2018 to help them navigate this important choice, we put on the pads and got to work.

THE STRATEGY

The Brisbane Heat knew exactly what they needed to do: quickly and efficiently engage their fan base to gather input on a new rallying call for the upcoming season. Brother conducted competitor research, facilitated fan focus groups and produced a recommendations report for the executive leadership team all within a matter of weeks.

THE CREATIVE & TESTING

As any true sports person will tell you, being prepared is half the battle. Here are some of the war cries that we prepared with the Heat marketing team and shared with our fellow fans on focus group day to get the ball rolling.

THE LESSONS

Going through this process with the Heat and their fans clarified for us that the best way to get people to rally around an army is to focus on the troops. The Heat and Brother threw a few ideas into the ring to get started; however, the insights and passionate participation by the fans drove the project in a new direction and ultimately to a new hybrid tagline, one that tested extremely well and was crafted and owned by the fans.

THE DECISION

“We have decided upon and officially released our new tagline: BRING THE HEAT. A big thanks to the team at Brother for the insightful research you completed for us, which was a huge help in the development process.”  – Taylor Deen, Digital Marketing Executive.

THE NEXT

The Heat officially launched the new tagline and creative campaign for BB08 on flags flying outside the Gabba before the first game. The club and players are excited to rally fans behind the team with their new tagline for seasons to come (and to hit a few sixes along the way).

FINAL DELIVERABLES

  • Industry Insights
  • Tagline ideation
  • Research methodology
  • Focus group facilitation
  • Research report and recommendations

news and insights

Sign up to see what we’ve been working on with something to win in each EDM.