In addition to its stadium-led activations (such as hospitality, pitch logos and pitchside LED displays), Old Mutual Wealth rolled out twin campaigns – ‘Pass It On’ (product related) and ‘Kids First’ (grassroots support) – that leveraged its England Rugby rights around the Autumn International Series.
‘Pass It On’ is an advice-led activation spearheaded by a short digital/social video series across its digital and social platforms starring past and present England rugby international offering up wealth management product relevant advice.
The first film in the set sees World Cup winning flanker Lawrence Dallaglio explain how quitting professional rugby meant adjusting to the next stage of life as he passes on some advice to another recent retiree called ‘Guy’.
The second spots features current back row player and former captain Chris Robshaw passing on advice about his mother’s role model status to ‘Natasha’ – who aspires to set an example to her three sons.
This video is followed by current full back Mike Brown passing on his tips about finding confidence in front of an audience to teacher ‘Eden’.
While the fourth digital film features England Women’s Rugby star Vickii Cornborough offering some advice about reaching career peaks to pilot Steph.
While a youth-led, grassroots rugby initiative called ‘Old Mutual Wealth Kids First: an amateur club programme for young players, parents, teachers and coaches aimed at up-skilling U7-U13s coaches across the country to create a ‘great rugby environment’ and to keep ‘kids in the game for longer’.
A ‘fun, learning and confidence building’ coaching mindset and resource support scheme available to all clubs and school – if they sign up to the Kids First ‘pledge’ to commit to a range of high quality standards to:
- Put children at the heart of everything we do and all the decisions we make.
- Encourage fun on the pitch, through equal opportunity and realistic expectations of our children.
- Develop children’s confidence and character as players and as people, challenging any behaviour that conflicts with this.
- Build the skills of our adults to provide a safe, healthy, respectful and enjoyable environment for kids.
- Champion rugby’s core values, inspiring a lifelong bond between children, adults and our sport.
Would you like your U7s to U13s to play at Twickenham? Tweet your club or school name & #OMWpitchday for a chance to win. T&C's: https://t.co/ooEShARR5x pic.twitter.com/vzSReerOVE
— Old Mutual Wealth UK (@OMWealthUK) November 10, 2017
Organisations can sign up at http://www.englandrugby.com/my-rugby/players/kids-first-rugby/sign-up.
As well as videos and networking, this initiative sees resource packs sent out to all clubs and schools that sign up to the scheme: packs which include Old Mutual Wealth branded green Kids First laces which are used to help recognise and reward youngsters who demonstrate rugby union’s core values of teamwork, respect, enjoyment, discipline & sportsmanship.
As well as working on pitches and in training rooms across the country, #OMWKidsFirst assets and content pieces stretch across digital and social platforms too.
Who said forwards can't kick? Eddie Jones introduces a fun #OMWKidsFirst kicking golf game feat. @DylanHartley @bvunipola & @mikebrown_15 pic.twitter.com/7tnIajslzx
— Old Mutual Wealth UK (@OMWealthUK) November 3, 2017
This initiative includes a monthly Champions award for those clubs and schools where the quality of Old Mutual Wealth Kids First delivery is exceptional and Ugo Moneye and David Flatman surprised October’s Old Mutual Wealth Kids First Champion winner – Old Rutlishains RFC.
Both initiatives are running in parallel through the autumn and are further supported by action-related assets linked to England’s games running on the sponsor’s digital and social platforms – including Twitter.
It's game day and we can't wait! Good luck to @EnglandRugby ahead of today's #OMWSeries pic.twitter.com/Q1g69FPTRw
— Old Mutual Wealth UK (@OMWealthUK) November 11, 2017
Congratulations @EnglandRugby what a great way to start the #OMWSeries We're already looking forward to next week! pic.twitter.com/gGNUIo0O9a
— Old Mutual Wealth UK (@OMWealthUK) November 11, 2017
We caught up with @ugomonye to get his views ahead of today's #ENGvARG match #OMWSeries pic.twitter.com/sUS3dCtayD
— Old Mutual Wealth UK (@OMWealthUK) November 11, 2017
Comment:
The activation follows the sponsor’s Autumn 2016 initiative called ‘Helping Rugby Prosper’ (see case study).
It was back in December 2015 that the RFU agreed a four year tie-up with Old Mutual Wealth.
The sponsorship background here is that in rugby, as in financial investing, it’s all about the important personal investments people make: players develop their own skill-set, while parents, coaches and mentors invest their time in the next generation of the sport and the sponsor aims to celebrate that by investing in rugby and the people who make these personal investments
This work is then based around the idea that ‘achievement’ in rugby is all about these personal investments that people make in the game and Old Mutual Wealth’s investment in rugby aims to celebrate this commitment.
We like the multi-strand approach of these parallel activations programmes, but aren’t entirely convinced yet that the brand has sufficient 360-degree synergies with all aspects of its rights package.
The financial brand is an England Rugby principal partner and is the is title sponsor of the Men’s and Women’s autumn series of international test matches (the Old Mutual Wealth Series) and of the Old Mutual Wealth Cup (which this year saw England beat the Barbarians in late May at Twickenham).
Links:
Old Mutual Wealth
https://www.youtube.com/user/OldMutualWealth
https://www.oldmutualwealth.co.uk/
https://twitter.com/omwealthuk
https://www.facebook.com/OldMutualWealthUK
England Rugby
https://www.youtube.com/user/officialRFUTV
https://twitter.com/EnglandRugby
https://www.facebook.com/OfficialEnglandRugby/
