LV= Rugby – #rugbyfamily

LV= Rugby – #rugbyfamily

With the Rugby World Cup occurring during the time that the LV= Cup is usually held, the RFU sadly had no choice but to jettison the competition.

Instead of losing the momentum gained through their sponsorship of the LV= Cup, the brand tasked us with maintaining a presence in the rugby conversation, during a year when rugby would be on the national news agenda more than ever.

Without a property to focus our efforts on or any rights to talk about the Rugby World Cup itself, we chose to build a campaign around #rugbyfamily, a platform that the brand had aligned itself with throughout the LV Cup sponsorship, and yet was generic enough to be viable in the eyes of the governing bodies.

Using the @LVRugby Twitter feed as our primary distribution channel, we created a series of #rugbyfamily content pieces that sought to engage with the wider rugby audience, whilst conveying key brand messaging.

As part of this, we oversaw the recruitment Ben Youngs as a brand ambassador and created 9 short films which focused on Ben’s #rugbyfamily,

These covered all aspects of his rugby development, from his first foray onto a rugby pitch as an 8 year old, to emulating his father in playing scrum half for his country, to the people who’d shaped his career on the field.

This was supported via a content series in which we looked at the shared values of rugby cultures from around the world, including a film looking at the rugby mad nation of…Madagascar.

By utilising Twitter’s targeting tools and ad formats, we promoted this content to the rugby community across the World Cup period, helping strengthen and grow the brand’s ties to the #rugbyfamily.