Core disciplines: Brand Activation, Digital, Experiential marketing

the challenge

Position London Pride as a recognisable rugby partner that would allow them to leverage the carnival attitude of the tournament, increase sales and establish their pubs as the place to watch
every game for the tournament and beyond.

the spark

Rugby’s passionate following is built from its foundations of endeavour, humility and teamwork -  attributes each pub would
have to celebrate.

the connection

Made of Rugby fused the emotional resonance of rugby with London Pride’s existing Made of London campaign that celebrates its provenance and character, creating a credible association between
the brand and the event. It invited fans to a network of Fuller’s rugby venues where they were the focus of the match day experience. Challenging them to show that they were made of rugby by becoming twitter-sphere referees, engaging with the wider rugby community and sharing the excitement of the tournament as if pitch-side… and all done with pride.

The campaign then had to be rolled out across the Fullers’ estate in Southern England, approximately 900 pubs, at poster and billboard sites, online and in print advertising in the Evening Standard.

  • Bespoke execution at flagship pubs in Greater London
  • 96 sheet billboard advertising
  • Online - bespoke web pages and online advertising
  • Social media and team briefing sheets
  • Print & delivery of materials to over 900 pubs across the UK
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