LV= Rugby & Cricket – ‘Broken Through’

LV= Rugby & Cricket – ‘Broken Through’ video series

Our client LV= Insurance had sponsored the LV= Cup and LV= County Championship for a number of years, and a key platform for this sponsorship was their support of young talent through the award of an annual Breakthrough Player award.

For the 2015/16 seasons, they wanted us to leverage this role and promote it to a wider audience than just the followers of the respective twitter accounts for each competitions.

Our solution was to create a series of films featuring previous Breakthrough Players and current internationals Jonny May (rugby) and Joe Root. Both had won the award in 2012 and had gone on to represent England.

The films sought to offer a down to earth account of the players careers and how winning the award had helped them get noticed by the res[ective national coaching setups

By featuring these athletes, and releasing the films at times when they were both on the news agenda, we were able to reach a new audience with relevant and engaging content, that enhanced LV=’s position within those communities, whilst generating a consistent narrative for the brand’s sponsorship storytelling.