Not Just Rugby
To inspire a crowd of rugby fans to come to Twickenham Stadium in November to watch the Barbarians against Australia, after a veritable feast of televised World Cup rugby throughout September and October.
Not everyone is familiar with the Barbarian’s distinctive style of free-flowing rugby. So we saw value in building awareness of the Barbarian brand of rugby across a broad audience set.
We chose to remind our audience of the stature of Barbarians rugby in an increasingly professional and serious era.
The campaign kicked off in May, reaching a broad base of rugby fans through national press, magazines, 48 sheet posters, rugby programmes, facebook, email, Ticketmaster and a host of digital display channels.
Final attendance at the match was 51,212, a staggering 64% uplift on the corresponding fixture from the previous year (which featured the world champions South Africa).
Our analysis of the campaign suggested that we got the balance right between generating brand awareness and driving responses. Social media channels delivered a huge volume of impressions to rugby and sports fans in the south east, and the digital campaign which we created through ticketmaster also proved very successful.