Dove Men+Care Extends #ScrumTogether To RWC

Skincare brand Dove Men+Care is rolling out a Rugby World Cup phase of its ongoing #ScrumTogether campaign with multiple strands spanning films, media partnerships and a social media ticket giveaway which all drive home the brand’s key message – ‘Care Makes A Man Stronger’.

This multi-platform activation leverages the brand’s official rugby partnerships.

Dove is not only a third tier, official tournament supplier off the Rugby World Cup, but also an official partner of the four ‘home nations unions (England, Ireland, Scotland and Wales)

The campaign has several strands, but the uniting, underlying approach is to celebrate the rugby values of teamwork, camaraderie and family through the campaign.

One strand sees the brand run a RWC ticket giveaway on its UK Twitter account (@DoveMen) through the tournament (on Thursdays) using the hashtag #ScrumTogether.

Win #RWC2015 tickets with @dovemen….#scrumtogether from 8am today… pic.twitter.com/cI2kkVQxcN

— Dove Men+Care (@DoveMen) September 9, 2015

We're just over halfway to unlocking the #RWC2015 tickets. #scrumtogether and click that 'Tweet to Unlock' button! pic.twitter.com/XicO3eaAhg

— Dove Men+Care (@DoveMen) September 10, 2015

Another transport-led, outdoor initiative sees the brand sponsor a number of London buses via a vehicle #ScrumTogether wrap.

Another activation aspect is a media partnership with the Daily Telegraph called ‘The #ScrumTogether Series’ which involves interviews with a set of player ambassadors including Wales’ George North and England’s Courtney Lawes (as well as their friends, family and wider support group).

This strand also extends to the brand’s social channels through content such as this late August ‘Fathercare’ film featuring Welsh winger North, along with England’s Joe Marler, Ireland’s Rob Kearney and Scotland’s Greig Laidlaw all talking to Dove Men+Care about their caring side and who support them in their own career.

At the centre of the #ScrumTogether campaign are reworked RWC versions of Dove’s previous home nations rugby advert based around Rudyard Kipling’s poem ‘If’.

One of these will be shown on ITV on the day of the opening match next Friday.

A further part of the film will then be previewed exclusively to those entering the brand’s Twitter tickets competition.

The films are also amplified through clips across Dove’s other channels including Twitter

Care makes a Fan stronger. At #RWC2015 remember to #scrumtogether https://t.co/DHnUN0W7ZA

— Dove Men+Care (@DoveMen) September 11, 2015

and Vine.

Coming soon iii… #RWC2015 #scrumtogether https://t.co/lV0vGf7tPn

— Dove Men+Care (@DoveMen) September 10, 2015

The film creative in the campaign is essentially an extension/reworking of Dove’s previous rugby-themed campaign leveraging the autumn internationals back in late 2014 (see case study).

As an official tournament provider, the brand is also exclusively providing around 10,000 antiperspirants, shower gels and face products for the players at all RWC 2015 venues.

Comment

Like so many companies leveraging rugby, it’s aligning the sport’s values with those off the brand that is one of the crucial tactics around RWC 2015.

‘Dove Men+Care has demonstrated its commitment to rugby over many years and we’re really excited about launching our Rugby World Cup 2015 #ScrumTogether campaign with this match ticket giveaway,’ explains brand manager Callum Galloway.

‘Rugby’s values align brilliantly with our brand’s and over the next six weeks or so, Dove Men+Care will look to enhance the fan’s experience of the tournament through our activity.”

The brand adopts a similar sports partnership led approach in the USA where it is currently leveraging the start of the new 2015/16 NFL season with initiatives such as its #CaringCoachAward.

Nominate a coach who inspires great teamwork w/ #CaringCoachAward. He could win a pep rally: http://t.co/7094FKawAU pic.twitter.com/XnTkiz4Tth

— Dove Men+Care (@DoveMenCare) September 4, 2015

Honor your coach w/ #CaringCoachAward & he could win a pep rally: http://t.co/ILD943QNWU pic.twitter.com/pkj30EbJSe

— Dove Men+Care (@DoveMenCare) September 10, 2015

Links

Dove Men+Care YouTube:

https://www.youtube.com/user/dovemencareuk

Dove Men+Care Twitter:

https://twitter.com/DoveMen

@DoveMen

Dove Men+Care Google+:

https://plus.google.com/115629151775211833637

Dove Men+Care Website:

http://www.dove.co.uk/en/MenCare/default.aspx

Rugby World Cup Website:

http://www.rugbyworldcup.com/