Be Part of It 2015
Building on the incredibly successful communications platform of Be Part of It, our task in 2015 was to enrich the campaign with new, unique footage and images of fans experiencing the raw emotions of watching their teams live.
The TV rugby watching audience in the UK is enormous, with viewing figures peaking at more than 10m for Six Nations matches. The desire is there, we just need to focus on the considerable benefits of watching live club rugby.
We put teams of photographers and cameramen into Twickenham stadium and club grounds to capture live moments of agony and ecstasy.
Our TV ad was splayed throughout the Autumn Series and the 6 Nations, capitalizing on peak periods of interest in rugby content and media. Posters, including digital animated 6-sheet posters, press ads, online banners, bumper ads, press launches, social media initiatives, and a host of other tactical communications channels followed the launch.
The campaign prompted a capacity crowd and record breaking revenues for a final played in the UK. 81k people filled Twickenham to witness Saracens lifting the trophy to lay to rest the ghosts of 2014. The Aviva Premiership Rugby Final is now firmly established as the biggest domestic rugby final in the world.