BLOG
The BestRugby World Cup Campaigns
The Rugby World Cup is one of the biggest events in the sporting calendar, so it is no surprise that brands and sponsors are keen to get their name out there with endless promotional stunts and marketing campaigns. Here we take a look at four eye-catching campaigns, from fun, lager-themed fanzones to touching emotional messages from some of the game’s toughest competitors.
07/11/2024
Asahi staking their claim on the tournament
Despite the tournament moving on from east Asian shores four years ago, Japan still stakes a big claim both on and off the field as Japanese lager Asahi won the right to be the official beer of the 2023 Rugby World Cup.
They have not fallen shy of putting their hand in their pockets and have forked out over £1.3 million towards their marketing campaign which has seen them create ‘The Ultimate Fanzone’.
The London Fanzone, opened next to Tower Bridge on the 7th of September, ahead of England’s opening clash with Argentina. Images of Asahi Super Dry were projected onto City Hall and England 2003 World Cup winner Jason Robinson signalled the opening by kicking an Asahi branded ball into the crowd. Throughout the tournament there will be sampling of Asahi Super Dry 0.0% and visuals in place at the zone’s entrance. There will also be signs at King’s Cross directing commuters and rugby fans travelling to and from France to the Fanzone.
Asahi has also partnered with the Rugby World Cup to produce a venue finder on the official Rugby World Cup website so fans wherever they are in the world can locate a venue and engage with fellow rugby fans.
Limited edition lager
Castle Lager have played into the concept of FOMO with their limited-edition beer for South Africa’s 2023 World Cup campaign, geared around their previous World Cup wins.
As the official beer of South Africa’s rugby union team, Castle Lager took it upon themselves so travel the globe and create an international blend themed around South Africa’s World Cup victories.
The recipe for this limited-time-only beer includes hops from South Africa, France and Japan; all of the countries where South Africa have won the World Cup. This limited-edition beer doesn’t have an announced end-date and the mystery surrounding its potential disappearance from store shelves after the World Cup is sure to generate pure FOMO.
Defending amateur heroes
Land Rover, worldwide partner of the 2023 Rugby World Cup, used their Defender model as the basis for their campaign which saw them championing inspirational stories from rugby union’s amateur sphere.
The people within the stories were labelled ‘Defender Trailblazers’, referring to those who overcome adversity, whether it be disability or discrimination, to transcend their sport. One example of this was the story of Jacob Pickering, a 14-year-old boy who was born without his left forearm due to an upper-limb deficiency. The story explains his switch from football to rugby aged nine, a decision which he has never looked back on.
Some of the other key stories include individuals who have battled against homophobia, age, religious and gender discrimination to become ‘trailblazers’ within rugby union and their communities as a whole.
In launching the campaign, Land Rover had British rapper and actor Kano perform alongside a model of the limited edition 2023 World Cup Land Rover Defender.
Here is the story of another ‘Trailblazer’, 90-year-old Ryuichi Nagayama, who is the oldest playing member of Fuwaku Rugby Club, and he doesn’t intend to stop playing any time soon…
South Africa get personal
Away from the lager frenzy of South Africa’s beverage partner, the Springboks have delved into the topic of mental health in a touching campaign involving a personal encounter with each member of the squad.
The video campaign does not feature any special effects or jazzy transitions, and is a cutting emotional message. Rugby can often be seen as a purely physical and brutal affair, but this campaign offers fans a chance to see into the minds and hearts of the players.
South African broadcasters DSTV did not hold back as they got every member of the Springbok team to sit in front of a camera and name the people they were playing for at the World Cup. This also relates to a campaign by the Springboks back in 2019 when they had pictures of family members on their numbers to ‘remind them who they were playing for’.
The video features many players considered ‘hardmen’ showing a deeper emotional side with a particularly touching sentiment from Makazole Mapimpi as he says that he is playing for Eben Etzebeth’s father who lost his battle with cancer earlier this year. It is a video that could make anyone a South Africa fan and is an important step in transcending the messages surrounding men’s mental health, especially within sporting environments.
Asahi staking their claim on the tournament
Despite the tournament moving on from east Asian shores four years ago, Japan still stakes a big claim both on and off the field as Japanese lager Asahi won the right to be the official beer of the 2023 Rugby World Cup.
They have not fallen shy of putting their hand in their pockets and have forked out over £1.3 million towards their marketing campaign which has seen them create ‘The Ultimate Fanzone’.
The London Fanzone, opened next to Tower Bridge on the 7th of September, ahead of England’s opening clash with Argentina. Images of Asahi Super Dry were projected onto City Hall and England 2003 World Cup winner Jason Robinson signalled the opening by kicking an Asahi branded ball into the crowd. Throughout the tournament there will be sampling of Asahi Super Dry 0.0% and visuals in place at the zone’s entrance. There will also be signs at King’s Cross directing commuters and rugby fans travelling to and from France to the Fanzone.
Asahi has also partnered with the Rugby World Cup to produce a venue finder on the official Rugby World Cup website so fans wherever they are in the world can locate a venue and engage with fellow rugby fans.
Defending amateur heroes
Land Rover, worldwide partner of the 2023 Rugby World Cup, used their Defender model as the basis for their campaign which saw them championing inspirational stories from rugby union’s amateur sphere.
The people within the stories were labelled ‘Defender Trailblazers’, referring to those who overcome adversity, whether it be disability or discrimination, to transcend their sport. One example of this was the story of Jacob Pickering, a 14-year-old boy who was born without his left forearm due to an upper-limb deficiency. The story explains his switch from football to rugby aged nine, a decision which he has never looked back on.
Some of the other key stories include individuals who have battled against homophobia, age, religious and gender discrimination to become ‘trailblazers’ within rugby union and their communities as a whole.
In launching the campaign, Land Rover had British rapper and actor Kano perform alongside a model of the limited edition 2023 World Cup Land Rover Defender.
Here is the story of another ‘Trailblazer’, 90-year-old Ryuichi Nagayama, who is the oldest playing member of Fuwaku Rugby Club, and he doesn’t intend to stop playing any time soon…
Limited edition lager
Castle Lager have played into the concept of FOMO with their limited-edition beer for South Africa’s 2023 World Cup campaign, geared around their previous World Cup wins.
As the official beer of South Africa’s rugby union team, Castle Lager took it upon themselves so travel the globe and create an international blend themed around South Africa’s World Cup victories.
The recipe for this limited-time-only beer includes hops from South Africa, France and Japan; all of the countries where South Africa have won the World Cup. This limited-edition beer doesn’t have an announced end-date and the mystery surrounding its potential disappearance from store shelves after the World Cup is sure to generate pure FOMO.
South Africa get personal
Away from the lager frenzy of South Africa’s beverage partner, the Springboks have delved into the topic of mental health in a touching campaign involving a personal encounter with each member of the squad.
The video campaign does not feature any special effects or jazzy transitions, and is a cutting emotional message. Rugby can often be seen as a purely physical and brutal affair, but this campaign offers fans a chance to see into the minds and hearts of the players.
South African broadcasters DSTV did not hold back as they got every member of the Springbok team to sit in front of a camera and name the people they were playing for at the World Cup. This also relates to a campaign by the Springboks back in 2019 when they had pictures of family members on their numbers to ‘remind them who they were playing for’.
The video features many players considered ‘hardmen’ showing a deeper emotional side with a particularly touching sentiment from Makazole Mapimpi as he says that he is playing for Eben Etzebeth’s father who lost his battle with cancer earlier this year. It is a video that could make anyone a South Africa fan and is an important step in transcending the messages surrounding men’s mental health, especially within sporting environments.
Other recent articles you may be interested in...
06/11/2024
|
Blogs Latest
B2C Diary October 2024
The days may be growing shorter as autumn settles in, but it was full steam ahead for the B2C team in October. Senior Account Executive Charles Orchard shares a handful...
Read More
25/10/2024
|
Blogs Latest
2:25 Cheltenham | squareintheair.com Han...
Cheltenham is back and we’re excited to once again be sponsoring at the Showcase Meeting. Whilst our Chairman, Bill Esdaile, is busy tipping winners in City AM’s weekly The Punter...
Read More
22/10/2024
|
Blogs Latest
Horses to follow: 2024/25 Jumps season
At SITA we work with some of the biggest names in National Hunt racing, and Account Manager Inigo Grose has spoken to them to find out their horses to follow...
Read More
Get in touch
to find out more!
hello@squareintheair.com