Another proud sponsor of the 2011 RWC, Heineken have recently unveiled their campaign in accordance with the RWC. Six high-profile former international rugby players have been handed the duty of brand ambassadors to support the campaign 'This is the Game'. This revolves around the 'unwritten code of values' implicit in Rugby, both on and off the field. As well as this, the ambassadors will film 8 short videocasts for the company throughout the duration, with match predictions, career experience and much more.
Four of the six ex-rugby players named as ambassadors.
Through this campaign, Heineken will be using their YouTube channel and Facebook page for the videos, while also being released through other social and digital media during the tournament. The use of social media will attract the younger audience to help promote the game and possibly encourage people to take up the sport. Heineken will use the resources of digital media available to reach out to rugby supporters all around the world.
Just this week, Bacardi Global Travel Retailer announced it will run a special promotion during the 2011 Rugby World Cup. Beginning on 9th September, Bacardi will host a range of activations at airports in both Australia and New Zealand, based around the 42Below Vodka label. A limited-edition bottle will be launched, the 42 Belowland (a nickname for New Zealand), which features a wraparound photograph that can be personalised. Bacardi have labelled it as a '"perfect souvenir", in which visitors who buy at least 2 bottles of the vodka will receive a free cocktail shaker shaped as a rugby ball (below).
Print media displays and advertising will be used at the airports along with a mix-it bar at Auckland airport for the duration of the tournament, allowing travellers to sample the vodka range.
In attracting attention, I feel Bacardi will be able to successfully achieve its reach towards its audience. Bacardi is a well-known brand around the world, and the fact they will include a mix-it bar to sample drinks will provide the opportunity to strengthen its' competitiveness as the leading vodka manufacturer. Seen more as a top-of-the-range brand, this promotion should be able to reinstate its' number one position of quality vodka.
As an official sponsor, Coca-Cola will be the official supplier of non-alcoholic beverages for the Rugby World Cup, as well as supplying all 20 teams with water and Powerade for refreshments. They have created a campaign which includes point-of-sale, on-pack promotion, above-theline advertising and PR programming. In May 2011, the company launched the start of their RWC campaign, an on-pack promotion which allows the public to win one of 100 double ticket packages to the quarterfinals, semifinals, and grand final, as well as accommodation and travel all inclusive.
This on-pack promotion includes retail point-of-sale (POS) visuals, which displays units of coca-cola cases to recreate a bus that is featured in their television commercial that will run until the end of October.
The Coke Television Commercial
In mid june, Coca-Cola also launched their Unsung Heroes Campaign, which asks the nation of New Zealand to nominate Kiwis who are providing great efforts for Rugby at a 'grass-rrots level', in which 4 winners will win a double ticket package to the RWC final.
Coca-cola used both broadcast media through a television commercial, as well as in-store promotions and competitions for purpose advertising and publicity. Both the on-pack promotion and the Unsung Hero campaign allowed the public to become actively involved with a chance to win prizes. With a mixture of media being used, this was a great way to emphasise it's position as the market leader to actually involve the public in a good cause (Unsung Heros) with the brand Coca-Cola, as well as launching a supporting television advertisement to help attract visitors to the tournament in September.
With the 2011 Rugby World Cup soon approaching, Mastercard and McCann Sydney have teamed up to develop a sponsorship campaign for the in association with the tournament. Three television advertisements have been produced, in both 30 second and 2 minute formats, which have been playing on TV's in both Australia and New Zealand.
The campaign is said to focus on "uncovering the emotional stories behind the well-documented on-field priceless moments". With various interpretations and meanings behind these priceless moments, the advertisements focus on individual reflection by all people, including the players.
The first film recounts Samoa's amazing win over Wales in Cardiff, which is known to be one of the biggest upsets in RWC history. The clip is posted below.
The second film travels to a small town in New Zealand, Wairarapa, where the All Blacks stayed with local families before going on to win the tournament in 1987. The clip is posted below.
Finally, the third ad recaps the 1995 RWC, which was won by South Africa in an inspirational performance. The clip is posted below.
This campaign was very successful as it shows people the stories behind some of the greatest moments in RWC history. People with no knowledge or understanding of the game are still able to witness such events and understand how this tournament is so meaningful for some nations. A measure of the success is also evident in the number of viewings on YouTube. Rugby enthusiasts and followers are the target audience I believe as they are the most likely to travel to New Zealand for the tournament, and possibly witness their own priceless moment.
As a proud worldwide partner and the official bank of the 2011 Rugby World Cup, ANZ Bank launched a marketing campaign called "Welcome The World", which was one of the biggest promotions ever for ANZ. With involvement from the public, the promotion was centred around the question, what is the best way to welcome visitors to the RWC in September? ANZ gave away $25000 and four tickets to the RWC 2011 Final in Auckland to the person with the smartest idea on how to welcome the visitors.
This is the website homepage before the competition was finished
This is a 'welcome' demonstration at a train station in New Zealand
Several media channels were used to promote the campaign, which included:
A website, www.welcometheworld.co.nz, which enabled anyone to post as many ideas as they wish on how to welcome visitors. The website includes blogs, entries, weekly prize winners, and the winning idea.
Radio station on-site activities run over two days at 18 ANZ branches in New Zealand.
ANZ ambassadors promoting the campaign through 'welcome' demonstrations.
Online advertising on websites such as NZ Herald, Stuff, and Yahoo.
Billboards
Social media such as YouTube and Twitter.
Radio.
I believe this campaign was a huge success, as it allowed the public to get involved. More than 6000 ideas were entered on the official website, which highlights the fact the target audience were engaged. As well as supporting the RWC, it allowed ANZ to get their brand out there in order to strengthen its' market share and possibly attract new customers. It generated large public interest, which is evident through the participation levels, and created national hype and excitement as the tournament draws near.
This is the winning idea for the "Welcome The World" campaign
The Rugby World Cup (RWC) is a premier rugby union competition played internationally every four years, with the inaugural tournament held in 1987, hosted by Australia and New Zealand. 20 teams from all over the world contest for the William Webb Ellis Cup, in a tournament that consists of both group and knock-out stages, with the overall winner being promoted to number one ranking in the world.
As you may or may not know, the 2011 Rugby World Cup will be held in New Zealand, starting on September 9, which is set to boost economic conditions after the horrific earthquake in February of this year. The campaigning process has been quite long and extensive, with media such as television, radio, internet, and print (newspapers, magazines) used, as well as the use of sales promotions through demonstrations and exhibits. The 2011 RWC also has many official sponsors and worldwide partners including Emirates, Mastercard, Heineken, Toshiba, Microsoft, Blackberry, ANZ, and many more.
The first promotional campaign I noticed was in early September 2010. A giant rugby ball, measuring 25 metres in length and 13 metres in height, was placed at Circular Quay in Sydney against a background of the famous Sydney Harbour Opera House. The free exhibit, which was open to the public, provided insight and inspiration through a multimedia presentation that showcased New Zealand culture, people and landscapes inside the giant ball. Outside, visitors were entertained with cultural performances by Aboriginals and Maoris.
Previously appearing in Paris, London and Japan, Tourism New Zealand CEO, Kevin Bowler, quoted "the giant rugby ball is Tourism New Zealand's biggest and most anticipated event for 2010, marking the one year countdown to the 2011 RWC."
This campaign created huge awareness and generated excitement for both locals and visitors. It provided people the opportunity to experience New Zealand and its beauty as well as a brief understanding of the game of rugby. Please see the attached photos and videos of both inside and outside the giant rugby ball.
