As the new season gets rolling, Bose leverages its official NFL partnership with a multi-platform campaign spanning TV work and long form film and fronted by its NFL player >>
Wallabies RWC Work > Wake-Up Guides, Match Alarm Apps, Unity (& Re-Purposing)
After yet another epic Anglo-Australian sporting battle – in the form of last weekend’s crucial Rugby World Cup Wallabies win – we take the opportunity to look at some of the key tournament partnership activation and sports marketing campaigns from Down Under.
Two stand-out sponsor campaigns offer Australian fans practical help in getting up for the games. Wallabies sponsor Samsung’s integrated #WeRiseTogether is led by a Israel Folau fronted alarm app, while ARU title sponsor Qantas’ activation is built around a set of ‘Late Night Match Guides’ on YouTube.
Other Australian Rugby World Cup work looks somewhat more familiar and altogether more vanilla. Such asWallabies kit partner ASICS’ #StrongerAsOne jersey launch campaign led by classic themes such as performance and unity, and the ARU’s official vehicle partner BMW’s ‘Driving Force’ campaign – hewn from re-purposed creative drawn from an earlier England Rugby ‘The Road To Twickenham’ fan road film for the 6 Nations (see case study). This reworked, patriotic Australian campaign – developed in harness with Ogilvy & Mather Melbourne – is led by a TV spot (set to Waltzing Matilda) and is supported by large Out-Of-Home executions, digital work, plus in-store point of sale and CRM strands.
Oct 05, 2015
A surprise sports star stunt saw hometown NHL stars Sidney Crosby and Nathan MacKinnon serve morning coffee at the Tim Hortons drive through in Cole Harbour (Nova Scotia).
The town’s >>
Oct 05, 2015
‘Signs Of Support’, a new campaign from American Family Insurance fronted by two megastar athlete ambassadors Kevin Durant and JJ Watts, reverses the usual idea of fan support by >>