Australian Rugby Union reveals new campaign ahead of international season
The Australian Rugby Union (ARU) has unveiled its new campaign platform as it aims to pull in more fans as it struggles for traction against other sporting codes ahead of the new international season.
Ikon Communications developed the campaign with the tagline ‘We’re in. RU?’ which includes three TV ads as well as a social media campaign featuring an Ode to the Wallabies entitled ‘The Golden Thread’.
In the ads, Qantas Wallabies squad are featured in a range of everyday scenarios to show how the player’s minds are always ‘on the job’. Player Michael Hooper is seen in a barber shop in the first, Stephen Moore is in an airport terminal in the second, and the third shows Christian Leali’ifano being questioned by a detective.
The Barber shop:
The first of the ads will go live on Fox Sports on Sunday and be promoted on social media platforms including ASICS Rugby Rewards and the ARU’s social media platform on Facebook.
The stirring Golden Thread, written by Rupert McCall and endorsed by Wallabies head coach Ewen McKenzie, is part of a social media initiative with the aim of prompting positive discussion about the game by providing fans with ‘reasons to believe’. The campaign has been designed to work on various platforms across fan engagement, broadcast and retail.
John Nicholl, ARU general manager of commercial and marketing, said: “The aim of this campaign is to prompt fan support for the Qantas Wallabies and to showcase the personalities of our players in a fun environment away from the rugby pitch. We are focused on connecting with our valued rugby fan bases through passion, humour and pride in the sport.
“Through the RU? campaign we’re using our own & key partners’ digital and social media channels to target fans so we can develop a closer connection with them through our players.”
Ikon’s James Sawyer added: “This is a really exciting time for Ikon Communications to work with the ARU and develop a campaign from the ground up which started with a social and digital idea at the heart and now extends to TV to continue the story.
“Every piece of communication across every touch point builds on the Rugby story and hones in on our core fan base with relevant information based on where they live to re-engage them and get them involved. We’re In. RU”
Behind the scenes of the ads:
Credits
Agency: IKON
Production Company: Hatch Entertainment
Director: Julian Shaw
Creative Director: Greg Logan
Producer: Miriam Stein
Barber shop? Do not really get the relevance between a barber shop and rugby union.
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If the wallabies spent more time training and less time grooming they might win. You wouldn’t find an All Black or Springbok at a hairdressers! doesn’t make me want to buy a ticket!
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This is piss poor marketing of a sport. The AFL, Cricket Australaia, and even the pop anthems of the NRL are far more sophisticated.
Please let this be a lesson to marketers to not skimp on creative agencies.
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Embarrassing on an epic scale. Why would a major sporting body use a media agency for its creative?.. This is the equivalent of playing Benny Robinson at fullback!! I’m tired of seeing this type of shit from rugby RU?
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Poetry and sport go together like a fish and a bicycle
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