Canterbury, the official tournament supplier to the 2019 Rugby World Cup, launched its biggest ever global brand campaign – Be Part Of It – to bring to life the inclusivity and togetherness of the rugby community
Launched on 11 September to mark the 10-day countdown to the kick off of Japan 2019, the campaign sees rugby icons and officials standing shoulder-to-shoulder with an array of fans to drive home the message that in this sport everyone can play their part.
The campaign, which was developed by the in-house Pentland Creative Agency (rugby brand Canterbury was founded in New Zealand in 1904 and became part of the Pentland business group in 2012) focuses on camaraderie to try and change perceptions of the game of rugby and of the players’ characters off the field and their commitment to community support.
Indeed, the initiative includes a community initiative called #bepartofgood which sees Canterbury give £10,000 worth of kit to disadvantages schools across the UK.
The campaign creative features a strong line-up of rugby star athlete ambassadors including Robbie Henshaw (Ireland) and Justin Tipuric (Wales) and players from Canterbury-sponsored teams in the latest kits for England, Ireland, Japan, Georgia, Canada, and the USA.
The multi-channel media campaign includes press (including national newspapers), six-sheet posters, digital OOH advertising (carrying responsive messages depending on the execution city location and the games being played) and an extensive social media campaign spanning across the brand’s Instagram, Twitter and Facebook platforms.
10 DAYS TO GO UNTIL #RWC2019!
We want the whole world to be part of it.
Celebrate the greatest game on earth.
Forces will collide, whatever your side.Join in at: https://t.co/9UaJSw10C2 pic.twitter.com/QkI5XiwzAt
— Canterbury(@canterburyNZ) September 10, 2019
The digital activations also run on the canterbury.com Rugby World Cup hub which features online rugby themed games and competitions to win Canterbury products, while exclusive campaign content and official RWC products will feature in Canterbury partner retail accounts across the UK.
The campaign was created for Canterbury by Pentland Creative Agency and the media was planned by Mediacom Manchester.
Comment:
This official World Rugby supplier campaign follows on from the brand’s team-specific kit launch campaigns: such as England Rugby’s ‘Stand Proud Stand Out’ in July (see case study).
Links:
Canterbury
https://www.youtube.com/user/OfficialCanterbury
https://twitter.com/canterburyNZ
https://www.instagram.com/canterburynz/
https://www.facebook.com/canterbury
Pentland Creative Agency
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