Bok Stops Here

Welsh Rugby Union

header_WRU-BOK

Task

To sell tickets and hospitality packages for a single, home test between Wales and South Africa in early June that will be seen as ‘out of season’.

Insight

Our research suggested that many Welsh fans needed to be convinced that this would be a proper test match, with strong sides and a large crowd.

Solution

We built a sense of belief that the Welsh would be formidable opponents to the World Champions, despite having only beaten them once in 130 years. We created a campaign that was noticed and talked about. Expect an epic battle, was the message.

We rolled the campaign out through press and magazine advertising, posters, emails, leaflets, online banners, splash pages, and a 30 second TV ad played on the giant screens at the Millennium Stadium during the spring fixtures, and spread as a viral ad through social media channels.

Results

Final attendance figures reached 60,527 more than 21% over the target set, and a summer record for the stadium.

The Welsh team themselves delivered an epic battle, but unfortunately couldn’t quite match the heightened expectations, falling just 3 points short of the Springboks in a 34-31 defeat.

“They just know how to develop creative solutions which deliver results.”

Vici Williams
Marketing Manager
Welsh Rugby Union

Main_image-BOK-WRU_01
Main_image-BOK-WRU_03
Main_image-BOK-WRU_04
Main_image-BOK-WRU_05
Main_image-BOK-WRU_06
Main_image-BOK-WRU_07
Main_image-BOK-WRU_08
Main_image-BOK-WRU_09