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John Doe

Core disciplines: Branded content, Digital, Public relations (PR)

 

RUGBY WORLD CUP 2015: THE GAME STARTS HERE

 

THE CHALLENGE

To launch Beats by Dre’s ‘The Game Starts Here’ campaign. A three film series, exploring the personal pre-match preparations and challenges of some of the biggest names in world rugby from three major teams; England, France and New Zealand, as they face up to the impending kick-off of the World Cup.

Our challenge was to launch the films in the UK on the eve of the tournament’s kick off getting the brand’s voice heard during the busiest period. Tasked with causing instant impact across sport, lifestyle and trade press – and to take the brand into new waters with a rugby audience yet maintaining loyal to die-hard fans throughout the tournament up to the final whistle.

 

THE SOLUTION

We delivered an intimate screening event in the heart of London, premiering the 3 films exclusively to a select audience of top-tier journalists from sports titles through to music, style and cultural media. Following the screening event, retired England player Ugo Monye was in conversation with Beats’ CMO Omar Johnson discussing the inspiration behind the ad as well as the featured team’s chances.

Throughout the tournament we supported the Marketing campaign via seeding additional video content to press - all of which culminated in 'good luck' message for Richie McCaw projected across London landmarks on the eve of the final - the hero shot being Richie adorning the Tower of London with the headline, "Long Live The King".

 

THE RESULTS

On launch the ad was across target trade titles within hours inc. Campaign, The Drum, Marketing Week and PR Week with further coverage on Men’s Health, Rugby World, The Sun, Yahoo Sport and FHM. To date the films have 15 million views combined, with The Drum commenting; “Beats is becoming synonymous with the way athletes prepare.”

 

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