NatWest
Rugby Force - Legends' Lair
The Brief
To amplify registrations for the NatWest RugbyForce community programme.
The Idea
England legends Will Greenwood and Lewis Moody joined Wales’ Tom Shanklin and Scotland’s Alastair Kellock in offering grassroots clubs across Britain good support and advice as they become honorary board members through the NatWest RugbyForce initiative.
To create noise, drive registrations and maintain a positive brand image for NatWest & The Royal Bank of Scotland, we produced a mini-series of targeted social media content promoted across both the NatWest and Royal Bank of Scotland brands and each of the English, Welsh and Scottish Rugby Union’s channels.
To launch the new incentive, each Legend took up his seat in the ‘Legends’ Lair’ and revealed what they are looking for in a club and how they intend to use their playing and business experience to add their support. Legendary referee Nigel Owens, the ‘King of the One-Liners’ also made a cameo appearance as our presenter.
The Results
Due to pressing schedules, we only had five hours to film all four legends, with only one of those hours when they were physically altogether. So we had to efficiently schedule and work incredibly fast to maximise the time we had available, for the films to appear as if they were all in the same room, at the same time. Not an easy task! But the icing on the cake was the challenging approval process. With 10 parties involved, and close to 35 individuals to get approvals from, we still managed to deliver 24 hours before our deadline.
The campaign has reached and engaged over 800 clubs, surpassing last year’s total registrations. The launch film achieved 330,500 views in the first 72 hours, directing 1,100 people to the registration pages.
