To celebrate Old Mutual Wealth’s partnership with England Rugby, the wealth management business has launched a series of new films featuring England stars Jack Clifford, Sarah Hunter and Ben Youngs.
The videos have been created to highlight Old Mutual Wealth’s commitment to supporting rugby from grassroots through to elite and introduce the businesses’ promise of “Helping Rugby Prosper”.
Shot at Twickenham and including additional footage from some of Old Mutual Wealth’s ‘Kids First Rugby’ festivals (an Old Mutual Wealth supported grassroots rugby programme about understanding what motivates children and encouraging them, with the support of their coach, to give their all for themselves and their team mates).
The videos see the England players tell their own stories from community rugby to the England team.
The campaign launch was initially teased with clips amplified across the social socials of the brand’s player ambassadors Ben Youngs, Jack Clifford and Sarah Hunter.
Before the core film was launched on Old Mutual’s own YouTube channel
and its other social platforms.
Great day filming @EnglandRugby. We are committed to Helping Rugby Prosper https://t.co/hokWIeD43o https://t.co/dDRaraXhHj
— Old Mutual Wealth UK (@OMWealthUK) May 19, 2016
This was followed by the ambassador-specific supporting spot series.
Comment
This fairly vanilla piece of activation does offer an illustration of just how fast a campaign can move from shoot to launch in today’s sponsorship world.
According to Old Mutual Wealth, it partners with the RFU and the Kids First programme because, as with finances, it supports ‘the value of achievement through expert guidance’.
Old Mutual Wealth claims this partnership sees it play its part in ‘making a difference to the prosperity of future generations’ and reflects its ‘belief that people who take professional financial advice have the best chance of reaching their goals’’.
The primary strand of Old Mutual’s principal partnership with England Rugby is its 2016 title sponsorship of England Rugby Men’s and Women’s Old Mutual Wealth Series (the renamed Autumn Internationals).
This marks the first time that England women will have a title partner for their autumn series.
In addition to Kids First, the finance brand’s activation spans ticket competitions (used primarily as a fairly standard list building mechanic), plus a bespoke rugby video channel for engagement/entertainment, as well as title sponsorship of the Old Mutual Wealth Cup tournament.
Links
Old Mutual Sponsorship Webpage:
https://www.oldmutualwealth.co.uk/about-us/sponsorship/
Old Mutual YouTube:
https://www.youtube.com/user/OldMutualWealth
Old Mutual Twitter:
https://twitter.com/omwealthuk
RFU / England Rugby Website:
http://www.englandrugby.com/
