Rugby AU launches campaign for test series against France, first Wallabies game to air on Stan Sport

Australia’s international Rugby team, The Wallabies return to action this evening, in the first of a three-game series against France, and to celebrate, Rugby Australia has launched a new TVC highlighting the match-day experience.

The campaign, ‘Vive Renaissance’ which comes via BWM Isobar, takes a tongue-in-cheek approach to tonight’s opponents, using past home-game footage to promote the first French test on Australian soil since 2014.

This is BWM Isobar’s first major campaign since Isobar was folded into BWM Dentsu last month, forming the newly consolidated agency. The Isobar name was folded into creative agency BWM Dentsu to create ‘BWM Isobar’, with Isobar’s creative staff to join the new brand as CX staff shift across to Merkle.

It is also the agency’s first work with Rugby Australia, to promote the return of international rugby.

Director for commercial, rugby world cup bid and external relations at Rugby Australia, Anthony French said: “The Wallabies have a long history of fierce competition against the French who first toured Australia in 1961. The friendly rivalry between the two nations has been captured perfectly by BWM isobar in this campaign, which sums up the competition on field, whilst highlighting the fierce passion of both Wallabies and French fans. We look forward to giving our fans a great night of entertainment both on and off the field.”

The TVC plays on French history, driving home the message that the return to test Rugby on the international stage is not to be missed, as ‘sophistication meets its match’.

Rugby’s ‘renaissance’ will be live in Brisbane and Melbourne, with the work will run across TV, outdoor, social and radio. Rugby Australia managed the media buying in-house for this campaign.

The Wallabies game will also be broadcasted on Stan Sport for the first time tonight (Wednesday 7 July), with ad-free coverage on the streaming service from 7:15pm (AEST). The match will also air on 9Gem.

The first Wallabies game to air on Nine’s streaming platform takes place after the successful broadcast of the Super Rugby Australia season, which finished with a final between the Queensland Reds and ACT Brumbies, which reached around 1.3 million people according to Nine, across Stan Sport, Channel Nine, 9GEM and 9Now.

The match had 100,000 watching on Stan Sport alone, Nine said.

Tonight’s Wallabies coverage will be hosted by Roz Kelly and Nick McCardle, and they’ll be joined by a string of ex-Wallabies including Tim Horan, David Campese, Drew Mitchell, Morgan Turinui and Justin Harrison.

Game two will take place on Tuesday, 13 July in Melbourne before the series wraps up back in Brisbane on Saturday, 17 July.

At the conclusion of the Super Rugby season, Nine’s head of sport, Brent Williams, told Mumbrella: “We’ve had some really strong numbers all throughout the super rugby season, both across Nine with our free-to-air offering, and also Stan Sport. What we’ve tapped into is a model that works and appeals to fans of all levels.

“Our Stan Sport offering [includes] extended coverage, it’s deeper analysis, more for your dedicated, passionate fans. The free-to-air offering every Saturday appeals to the more casual viewers to sample what a great sport rugby is, and what it has to offer.

“It’s also been a good chance to re-engage with fans who have drifted away from the sport over the last couple of years. The success has largely been based on a model that’s working for us at the moment across both free-to-air and Stan Sport.”

Last week Nine announced Stan Sport will add European football to its offering, securing the rights to the UEFA Champions League, joining rugby and tennis on the platform.

Stan Sport is available as a $10 add-on with a Stan subscription, as well as for a free month trial.


Agency: BWM isobar

Managing Director: Brent Kerby

Executive Creative Director: Marcus Tesoriero

Creative: Dan Davison, Ash Wilding, Ben Pearce, Dan Obey

Design: Dutchy Baart, Alanna Rados

Editor: Yotam Hatzvi

National Production Lead: Lauren Reilly

Producer: Fabiana De Abreu

Client Services Director: Sophie Lander

Senior Account Manager: Jess Walley

Account Executive: Wil Koslowski, Morgan Medlyn


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