The ‘Team behind the Team’.

As part of HCF’s sponsorship of Suncorp Super Netball (SSN), they were looking for an activation partner that could bring their brand message to life at events across the country. They needed a scalable concept that would work across SSN games, grassroots events, roving and in-store. We wanted to connect emotionally with fans and the wider netball community to highlight the HCF ‘Uncommon Care’ positioning. We focused on the ‘team behind the team’ reflecting on the important role that parents and carers play in the netball community. We created ribbons with a variety of messages of thanks, and encouraged netball fans to find one that resonated with them most, with the intention of giving it away to someone who they wanted to thank. In 2019, the program reached over 30,000 people at events and through social channels. We’re now looking ahead to an even bigger season in 20/21, where we will be activating at 25 events nationally, engaging with passionate netballers and their support network.