In a local market strand of its global campaign, official Worldwide Partner of Rugby World Cup Land Rover has been aiding Australian fans to watch the early hours games in patriotic style with personalised tournament pyjamas.
The time-zone difference for England 2015 mean kick-off times for Australian rugby supporters are either very late in the evening or in the early hours of the morning, so the tournament’s automotive partner has produced limited edition, personalised Land Rover Rugby PJs so Wallabies fans can enjoy the games ‘with a touch of unexpected luxury’.
The activation, which was developed with agency Spark44, saw the pyjama promotion launched by Land Rover Australia rugby ambassadors George Gregan, Phil Waugh, The Brumbies and Sally Fitzgibbons.
The player endorsers all posted pictures of themselves in their own personalised #FirstClassRugby pyjamas on their social media channels (which had a combined reach of around half a million people).
Ok, you can now officially get a pair of the PJs by clicking here: http://t.co/nMc3gxR4Hu #FirstClassRugby pic.twitter.com/uladWhnwdE
— George Gregan (@GeorgeGregan) September 8, 2015
Make the 2AM alarm easy during #RWC2015, in #FirstClassRugby PJs. Win a pair here: http://t.co/KIpgJcjsZS pic.twitter.com/k0pJYOC0XG
— Land Rover Australia (@LandRoverAus) September 21, 2015
After the launch, Land Rover took it to the fans.
Fans were asked to describe how they’d be supporting their favourite team during Rugby World Cup for their chance to win one of 100 limited edition pairs of personalised PJs.
The immediate first wave response ensured that the initial 100 pairs of pyjamas were quickly snapped up by supporters.
So Land Rover Australia followed up with not just a second wave of personal PJs, but also a third and fourth round of limited edition product releases.
The campaign was further extended by encouraging winners to amplify their support for the Wallabies (and Land Rover) by posting pictures of themselves watching the tournament wearing their PJs using the hashtag #FirstClassRugby and entering the competition on a bespoke digital site at http://www.landroverrugby.com.au/#!lrpjscompetition/c20ys.
Wally & I ready for #AUSvWAL in my new @LandRoverAus personalised pj's #FirstClassRugby pic.twitter.com/5uKv9DFBM7
— Hannah Pigram (@HannahPigram) October 7, 2015
Thanks @landroveraus! PJ's made it in time before I jet off to #RWC2015 & cheer on the @wallabies #firstclassrugby pic.twitter.com/sFFPo5mCzh
— Tina (@ShtinaTina) October 6, 2015
https://instagram.com/p/8whiJ-xiCG/?taken-by=landroveraus
‘This is a perfect example of an activation for a global campaign using local insight. It was also a great expression of Land Rover’s identity, a brand with ‘capability with composure’ at its core,’ argues Spark44 managing director Jasmin Bedir.
‘Reaching audiences with a relevant message at the right time is what brands need to do more of these days. We couldn’t be happier with the results so far,’ adds JLR Australia general manager for PR and Coms Tim Krieger.
Comment
According to Land Rover, the ambassador led launch activity resulted in ‘overwhelmingly positive sentiment’ in terms of social media comments, as well as ‘higher-than-average engagement’ for each ambassador.
The sponsor also reports that it the giveaway phase has seen it send more than 260 sets of pyjamas to supporters after receiving more than 1000s entries.
Thus far the activation strand has clocked up more than 16,000 likes on #FirstClassRugby posts.
Addressing the time zone differences has been one of the major themes in Australian RWC 2015 activation.
First, Qantas offered ‘Late Night Guides’ for tournament night owls down under (see case study), then Wallabies sponsor Samsung released its RWC wake-up alarm apps (see case study)
And now it is Land Rover’s pyjamas.
Of course, last time round at New Zealand 2011 it was the Northern Hemisphere teams who needed waking up though initiatives such as O2’s ‘Get Up For England’ breakfast giveaway (see case study).
But, of course, this year, even though they are in the right time zone, European rugby fans can feel free to have an afternoon nap or go to bed early as none of them even made the semi-finals.
In aadditiont ot his local market activation strands that addresses the tournament needs of fans relevant to one country, Land Rover is also running both global and local market versions of its aamatuer game, grassroots-focused #WeDealInReal Rugby World Cup campaign.
This includes an Australian, market-specific phase focusing on Dingo Rugby Club in Alice Springs which rolled out in Australia in late September with this spot.
The film work was further sup[ported across the sponsor’s social channels.
The Dingo Cubs #Rugby Club from hot #AliceSprings rely on their 66-year-old water boy to play well. #WeDealInReal
https://t.co/uLhD3xCjEP
— Land Rover Australia (@LandRoverAus) September 29, 2015
https://twitter.com/LandRoverAus/status/649461713482330112
https://twitter.com/LandRoverAus/status/647261299877875712
Indeed, JLR’s continued focus on grassroots rugby and linking it to the elite game through the RWC itself also sees the auto maker extend its club sponsorship with Australian professional side the ACT Brumbies.
This (renewed) partnership is also playing a role in its RWC 2015 activation – such as this ‘Meet Stephen Moore, Captain of the ACT Brumbies’ late October spot and social media work.
NEWS: @BrumbiesRugby announce renewed multi-year partnership with @LandRoverAus. http://t.co/MHxBjZ46b1 pic.twitter.com/3JVueSJnrA
— Brumbies (@BrumbiesRugby) October 16, 2015
Links
Land Rover Australia Website:
Land Rover Australia Twitter:
https://twitter.com/LandRoverAus
Land Rover Australia Facebook:
https://www.facebook.com/LandRoverAustralia
Land Rover Australia Instagram:
https://instagram.com/LandRoverAus/
Land Rover Australia YouTube:
https://www.youtube.com/user/LandRoverAustralia
Jaguar Australia:
Spark 44:
