Be Part of It 2014

Premiership Rugby

Aviva Premiership Rugby 2014

Task

To build on the successful creative platform which we developed last year, which switched the focus away from the players and towards the fans.

Insight

Armchair rugby fans need to be reminded about the difference in watching live rugby – the amplification of emotions & the shared sense of community.

Solution

We turned last year’s sign off into the headline message, letting the images speak for themselves in portraying the passion and sheer enjoyment of being in the crowd. The campaign also encouraged fans themselves to share their own images, experiences and love of the game with others. “Be Part of It” has become a social media rallying call – an invitation to join the rugby watching family.

The campaign also included a TV ad which we ran through the Autumn and during the Six Nations, multiple poster sites and executions in and around London, press, magazine and programme ads, taxi wraps, experiential marketing initiatives, social media, content marketing, and an on-going programme of digital and direct activity to reach target audience segments throughout the season.

Results

Attendance and revenue records were broken again, with 81,193 people witnessing the dramatic finale at Twickenham as Northampton scored the winning try in extra time.

Aviva Premiership Rugby 2014
Aviva Premiership Rugby 2014
Aviva Premiership Rugby 2014
Aviva Premiership Rugby 2014
Aviva Premiership Rugby 2014
Aviva Premiership Rugby 2014
Aviva Premiership Rugby 2014