Case Study: Bringing Sport Back With Rebel

Throughout 2020, one of the big casualties of COVID-19 has been sport. Between strict social distancing laws and a general fear about the disease, sports of all varieties have struggled.

This wasn’t too different with our MotioPlay network, with over 70% of our venues closing – causing extreme financial and emotional stress for not only our owners, but the thousands of players that frequently play social sports.

The sports played in our locations are all about connecting with friends through a common passion of being active and playing for fun. These centres being closed compounded the social isolation that COVID-19 caused.

So as restrictions slowly start to ease this year, Rebel Sport ran a national campaign letting people that sport was coming back, and in a big way.

In our MotioPlay environments, we reach a huge community of active lifestylers every week. It’s the melting pot of sport, friends and community – a place where people come to be competitive, but more importantly; have fun. It’s really more about the banter and laughs – than ability.

The Rebel  campaign aimed to inspire, with strong visuals of iconic sporting environments – including pools, grasslands and sporting fields. All with the short, yet powerful tagline Sport Is Calling. Simple, yet emotive.

The campaign was Rebel’s first on our MotioPlay network, and Motio COO, Michael Johnstone, said the campaign was smart and effective – as sporting venues started to open up post restrictions relaxing.

“This campaign delivered a timely message in a hyper relevant environment,” he said. “A strong and simple tagline, complimented by multiple background images made it a perfect piece of creative for our Motio Play digital network. The client tailored creative execution based on location of our centres and the sports played to increase relevance a cut through.”

On the back of restrictions easing, we’ve experienced a strong bounce back in our Play venues; as players see their weekly game as a chance to reconnect with friends. So we’re continually proud of delivering campaigns like this for Rebel, which effectively drove timely messaging with relevant environments; and therefore providing true engagement.

MotioPlay is a true integrated digital marketing environment with Digital Displays, High Impact Banners and Online Offerings. The network gives your brand the ability to engage, entertain and influence in a high energy, high paced and fun environment.

You can learn more about our MotioPlay network here, and get in touch with us to learn how your brand can get involved.