Be Part Of It
To create, devise and implement an integrated campaign for the 2012/13 Aviva Premiership Season and Final to raise awareness and drive ticket sales.
Our primary target group was TV rugby fans – people that already like watching the game, particularly the Six Nations tournament, but only occasionally make the effort to see live club matches.
It’s human instinct to want to be part of a community. We just need to invite people in by connecting with their emotional needs.
We developed a campaign proposition which turned the focus on the fans themselves rather than the rugby players, showing the emotional benefits of committing fully to a team as they seek to reach the final at Twickenham in May.
The campaign utilised a host of real black and white images of supporters from all over the country, captured on the terraces demonstrating their pride, passion and respect for their teams. The consistent rallying call to action for our broader audience of occasional rugby watchers and supporters was to `Be Part of It’.
Following a media launch at Twickenham Stadium at the end of August the campaign was delivered through a mix of national press, digital display, posters, and a series of emails, all of which will be supported by social media activity. And twelve bespoke versions of the campaign were created and used to engage club fans through direct channels and programme advertising.
It was a record, capacity crowd for the Aviva Premiership Final in May, 81,779 people, up 2.2% on the previous year.
“For fans that turn up to watch their team through thick and thin, every moment on the pitch has greater significance and meaning, which can be seen written all over their faces when the camera is turned towards the stands. That’s why we chose to start with the fans themselves, to show through a series of emotive images just what the occasional rugby supporter is missing out on. Watching live rugby, and feeling part of that community of supporters, is a totally different experience to watching rugby on television.”