Four The Love 2013

London Double Header

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Task

We were appointed by four leading Premiership Rugby Clubs to create and implement a campaign for the London Double Header, a back to back fixture at Twickenham Stadium which kicks off the new season in September.

We needed to create a flexible proposition and campaign framework to attract a broad rugby-loving target audience, as well as club-specific supporters from London Irish, Saracens, Harlequins and London Wasps.

Insight

All rugby fans are connected by their love of the game.

Solution

Generic rugby fans were engaged through a simple headline ‘For the Love of Rugby’, supported by images of the leading players and excited supporters from each club, and a packed Twickenham stadium. Tailored campaign executions were also developed for communications targeting each of the club’s own base of supporters.

The 2012 campaign was delivered through email, national press, social media, posters, programme ads and digital display ads. Taxi wraps and other outdoor media were added to the mix in 2013 to raise awareness amongst commuters along key routes into London relating to the four club locations.

Results

Final attendance at the London Double Header in September 2012 was 63,102, up 14% on the previous year, and well ahead of the targets which had been set.

The campaign was so successful that we were appointed to repeat the activity in 2013, albeit with a gently evolved creative treatment and media plan. Once again more than 63,000 fans responded by purchasing tickets for the day.

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