Part of RWC worldwide partner MasterCard’s ongoing tournament activity comes an activation strand with a French flavour that sees a Priceless Surprise led by Les Blues legend and brand ambassador Sébastian Chabal.
Running under the brand’s ‘Turning The World Oval – 44 Days Of Crazy’ RWC concept and slotting in to its ongoing, global umbrella ‘Priceless’ marketing big idea, this French/English activation phase is fronted by an online spot featuring rugby loving Chabal fans MasterCard holders Vincent and Julian receiving an in-person surprise en route to the tournament.
The surprise sees the finance brand RWC ticket competition winners about to take the Eurostar to England for a game surprised by MasterCard rugby ambassador Chabal who offers the two friends a chance to go onto the pitch after the game and present the Man Of The Match award.
A further strand of this campaign phase saw MasterCard link up with HS1 to bring the Rugby World Cup to life at the English end of the Eursotar – St Pancras International.
On the last weekend in September visitors to St Pancras International were offered the chance to be part of Rugby World Cup 2015 and win tickets to the final courtesy of MasterCard and HS1 via an initiative developed with Brand & Deliver.
The partners created a green screen, high-tech rugby themed experiential activation giving fans a chance to have their photo taken scoring a conversion, jumping in a line out or scrumming down.
Participating train travellers were handed out RWC props – including official tournament balls and scrum caps – while Chabal himself made a guest appearance at the experience.
The resulting photos were printed and gifted and the customers were encouraged to share and comment on the St Pancras International Facebook page 9 https://www.facebook.com/StPancrasInt).
The initiative was also supported by a series of posters, ads and digital assets including a webpage and twitter cards to engage visitors to St Pancras International during the tournament.
In addition, a competition mechanic encouraged them to download the St Pancras International app, select an offer and redeem it using their MasterCard within the station, to be in with a chance to win tickets to the Rugby World Cup 2015 Final and signed memorabilia.
‘By bringing HS1 together with MasterCard, one of the official sponsors of the Rugby World Cup 2015, we’ve built a campaign that brings the tournament to life for visitors to London, while promoting St Pancras and driving expenditure within the station’ explains Brand & Deliver Events Head Hayley Lawrence.
‘The Rugby World Cup 2015 is the icing on the cake of a fantastic summer of sport’ added William Gordon, Marketing Manager at HS1, owners of St Pancras International.
‘We wanted to capitalise on the surge in footfall and engage visitors in the excitement of the tournament, while at the same time showcasing the station as a lifestyle destination.’
MasterCard Rugby Hub:
MasterCard Rugby Hub (France):
MasterCard RWC man Of the Match:
Rugby World Cup Website:
Rugby World Cup Twitter:
Rugby World Cup Facebook:
Rugby World Cup Google+:
IRB/World Rugby YouTube:
IRB/World Rugby Instagram:
IRB/World Rugby SoundCloud:
IRB/World Rugby Vine:
Brand & Deliver: