‘Rugby World Cup Flashmob’
Admiral are the main sponsor of the Welsh Rugby Union, and in the build up to the 2015 Rugby World Cup they asked Aspect to create a piece of branded content to show their support ahead of the crunch England game.
Stra
Strategy
Admiral are a long term sponsor of the Welsh Rugby Union. With the 2016 Autumn Internationals approaching they wanted to utilise the exclusive access they get to the Welsh rugby team by producing a viral film. The aim of the #rugbyringer campaign was to promote and reinforce Admiral’s sponsorship of the WRU and drive brand awareness amongst rugby audiences.
Crea
Creation
We wanted to build on the enormous success of women’s rugby at the Rio Olympics by devising a concept that included both male and female professional players. The resulting prank was shot for real with the players having no prior knowledge of what was going to happen. All the reactions in the film are genuine. This proved enormously challenging at the time, but thoroughly rewarding for all those involved.
Acti
Activation
The film was promoted through multiple paid and owned social channels together with a press and PR launch for local and national press and media outlets. We created multiple short teaser versions for social channels with the aim of getting rugby audiences excited by the film ahead of Wales’ first game in the Autumn internationals.
Late
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