The Rugby Football Union (RFU) launched a new multichannel campaign – created by UK-based creative agency MATTA – to boost attention, awareness and support for England’s ‘Red Roses’ around the Women’s Rugby World Cup 2021.
The campaign, which launched on 4 October (ahead of the year delayed, 8 October tournament kick off in New Zealand), was designed to build home support for the England team and it asks the nation to get behind the squad.
The launch film features slightly surreal visual effects with training and game action footage to establish the idea of a #TEAMDREAM which unites the players and the supporters in a bid to lift the World Rugby cup (with additional creative references to ‘silver’ referencing the World Cup trophy itself).
The creative showcases the training, the skills and the determination required by the players to take on the challenge and blends these with shots of fans supporting the ambition and backing the team.
The hero spot’s energy is amplified by Ms Dynamite’s ‘Nevasoft’ and includes copy stating that: “England’s been dreaming. Believing. Eat – sleep – repeating. Years of prep. Fine-tuning and self-improving – and now it’s time to shine. New heights. New hope. New Zealand… Come with us. Dream on. Dream big. Don’t sleep on this. Cos this dream – the team dream – it’s about to get real. #TEAMDREAM, Be part of it.”
The digital-first creative spans owned and paid media channels and the spearhead spot is supported though OOH and digital assets, all featuring a refreshed brand identity that will last the duration of the tournament.
The RFU’s core objective was to leverage the New Zealand Rugby World Cup to expand the number one ranked Red Roses team’s brand identity to build awareness and attention.
“The Red Roses have an amazing opportunity to claim the ultimate prize in world rugby, excite the nation and build on their growing fanbase,” commented RFU Marketing Director Ewan Turney. “This attention-catching campaign is designed to ensure everybody gets behind this #TEAMDREAM and follows England’s progress from the very first match!’
MATTA Executive Brand & Strategy Director Matt Hunt added: “There is huge energy behind women’s sport at the moment and this fantastic team deserves to have the hearts and minds of the English people in thrall to their quest for glory in this pinnacle tournament. This Team Dream is something we hope everyone will get excited by over the next six weeks.”
The campaign was created by a team at agency MATTA with Directors JAK, DOP Adam Singodia, Editor André Rodrigues, Edit Producer Joshua Gochez, plus Producer Ore Okonedo of Knucklehead. Post production was handled by Tag Collective Arts and colour by Alexandre Nerzic.
Comment
This campaign leveraging the pandemic-delayed 2021 Rugby World Cup builds upon the team’s ‘One In, All In’ multi-channel positioning platform which launched earlier in 2022 during the TikTok Women’s Six Nations and showcased the team’s diverse characters and how together they are capable of achieving anything on the world stage and which set out to attract new audiences and boost support and engagement with the team.
This work sought to introduce the unique identities of the Red Roses players whilst also celebrating the power they have when they come together as a team and was also led by a hero film.
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