The latest activation phase of Mitsubishi Motors’ Rugby partnership revolves around a film exploring how England Rugby players prepare for games with a focus on smart on-field decision making.
The spot from the RFU’s Official Performance Partner features current forward stars Maro Itoje, Courtney Lawes and Mako Vunipola and it aims to showcase some of the innovative, smart-thinking behind England Rugby.
The techniques highlighted explore how players think and move on the pitch and the different energy sources they utilise to perform effectively.
The video, developed in harness with sport and entertainment marketing agency Synergy, is the most recent instalment of the Mitsubishi Motors’ ‘intelligent motion’ campaign and as such aims to draw parallels between the intelligent motion used by England Rugby stars and Mitsubishi’s PHEV’s vehicle to achieve optimum performance.
It is being amplified socially on match day to maximise the property’s profile
and to leverage England Rugby interest in as close to real time as possible.
A big reaction from @EnglandRugby in the final 20 minutes sees them overcome a tough Italy side to stay undefeated. #IntelligentMotion pic.twitter.com/hxDjUWfFR7
— Mitsubishi Motors UK (@MitsubishiUK) February 26, 2017
The assets in this campaign rolled out in parallel with the auto sponsor’s ongoing, game-related digital and social England Rugby game-relevant content pieces – which span match-related executions
Adaption and development, key components of Eddie Jones’ @EnglandRugby side today. How will they fare against Italy? #IntelligentMotion pic.twitter.com/DAFbkGSEZL
— Mitsubishi Motors UK (@MitsubishiUK) February 26, 2017
and other associated activation strands such as the brand’s ongoing ‘ride to the match’ fan competition.
Thanks for helping us power @EnglandRugby to another historic win! https://t.co/Kyn8qHrVN7
— Mitsubishi Motors UK (@MitsubishiUK) February 26, 2017
Activative Comment:
Drawing synergies between a property and a partner’s products is a sensible approach for any activation campaign and this leverage initiative does that fairly effectively.
This campaign was launched to leverage interest in England’s 6 Nations game against Italy and it’s something of a shame that England’s forwards couldn’t show a bit more ‘intelligent thinking’ and faster ‘on pitch adaptation’ in response to Italy’s innovative non-rucking tactics which seemed to leave the men in white bemused and confused for the first half of the match.
This activation follows in the footsteps of the brand’s season-opening activation phase ahead of the Autumn internationals which was led by a wind tunnel player skills challenge (see case study), as well as its ‘Volunteer Of The Year’ grassroots awards programme fronted by England Captain Dylan Hartley (see case study).
It was back in April 2016 that the Rugby Football Union first unveiled a new partnership with Mitsubishi Motors and a further deal was signed in September that saw the car brand became the Official Performance Partner of England Rugby at the start of the 2016/17 season.
The initial alliance saw Mitsubishi sponsor England Under 18s and Under 20s (the brand logo will appear on the team shirts), as well as back the Exeter Sevens tournament (the England leg of the European Grand Prix Sevens Series).
While the later tie-in saw the auto company sign-on to support the game from grassroots level all the way up to the elite squad as it builds towards the 2019 Rugby World Cup.
As Official Performance Partner to England Rugby, Mitsubishi Motors also adds a rights package that includes the England Senior team and the England training centre (which was renamed the ‘Mitsubishi Motors England Rugby Training Centre’).
The partnership will be used primarily to bring to life the automotive brand’s ‘Intelligent Motion’ brand positioning via fan-based campaigns.
Links:
Mitsubishi Motors
https://www.youtube.com/user/MitsubishiTV
http://www.mitsubishi-cars.co.uk/
https://twitter.com/MitsubishiUK
https://www.facebook.com/MitsubishiUK
https://plus.google.com/u/0/102959675496814875639
England Rugby
https://twitter.com/EnglandRugby
https://www.facebook.com/OfficialEnglandRugby/
Synergy
