Land Rover launches new Rugby World Cup campaign ‘The Rugby Swap’ via Mindshare ESP
Land Rover has kicked off its sponsorship of Rugby World Cup 2015, where the game’s elite players vie for rugby’s ultimate prize, with a global campaign that celebrates the fact that real rugby is built from the ground up.
Land Rover’s local campaign developed in partnership with Mindshare ESP (Entertainment & Sport Partnerships) launches with the unveiling of ‘The Rugby Swap’, which brought together the ACT Brumbies and a local school, giving kids the opportunity to live the life of their heroes for a day. A video captures the day when the Brumbies went back to school, while the kids visited the Brumbies elite facility to be coached by the best.
With the help of rugby legend and Rugby World Cup winner George Gregan, the company is also appealing to grassroots rugby clubs to find an Australian youngster to become an official Mascot for Rugby World Cup 2015, this September. Under the hashtag #WeDealInReal, Land Rover will give local clubs the chance to tell their unique stories on the global stage, unearthing the stories that embody the real spirit of the game.
In order to win a trip and tickets to Rugby World Cup 2015 as well as a mascot place for their kid, parents are encouraged to create a photo or short video demonstrating why their kids love Rugby and submit it throughFacebook, Twitter or Instagram under the Land Rover Rugby World Cup 2015 hashtag #WeDealInReal. Entries can be as simple as a photo of the aspiring mascot in his or her team jersey, through to a video rendition of their team’s national anthem or perhaps an inspirational video with words of advice for the Rugby Nations’ captains.
Says Gregan: “The mascot competition gives one kid a memorable opportunity to be involved in the biggest event on the rugby calendar. The atmosphere of walking out for their country will hopefully inspire the mascot to continue their love of the game, and go on to play at a Rugby World Cup.”
Says Mark Raisbeck, head of Mindshare’s ESP team: “This promotion is a great example of how Land Rover is localizing the exciting global Rugby World Cup 2015 Sponsorship. We have been able to leverage excellent partnerships with the ACT Brumbies and Fox Sports to launch this campaign that will develop further over the coming months leading into the tournament.”
Says Tim Krieger, general manager, communications and public relations, Land Rover: “This campaign builds on Land Rover’s longstanding association with rugby and is all about sharing our passion for the game.”
2 Comments
Terrible idea, woefully executed. Could of been so much better. And a classic example of ‘content makers’ with no idea of what they are doing…great rugby players generally make poor actors. This will do nothing for the Land Rover brand. At least the kids got something out of it.
The guys at Land Rover NZ certainly take a different approach to content
https://www.youtube.com/watch?v=DlRuD0mWDds