Case Study
Springboks
Rugby World Cup Campaign
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Case Study
Springboks
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Springboks
Springboks-
Rugby World Cup
Campaign
The unique and powerful place that rugby has in South Africa’s history delivers a unique and powerful passion in the South African fans.
I couldn’t help thinking – what if there was a single, epic organizing idea that was so big and compelling it could harmonize all those brand efforts into one coherent campaign?
If you’ve seen the movie ‘Invictus’, or know anything about South African history, you’ll know that Nelson Mandela used rugby to heal a deeply divided South Africa back in 1995. That unique and powerful place that rugby has in South Africa’s history delivers a unique and powerful passion in the South African fans. Knowing that tens of millions of fans are behind them, gives the Springboks “Home Ground Advantage – Anywhere in the world”.
Fans were given the opportunity to get behind the team. Literally. With their selfie on a player’s jersey number.
The fully integrated campaign was everywhere, and was a resounding success by any definition. Perhaps the clearest measure of success was the fact that SA Rugby earned back $2 in hard cash for every $1 spent in the creation of the campaign.
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Fancy a chat?
Drop me a line. You can always know one more person.
Fancy a chat?
Drop me a line. You can always know one more person.
