Wilkinson Leads SocGen’s Integrated ‘Because We Love Rugby’ RWC Countdown

Through the summer Societe General’s RWC campaign kicked up a gear with several new activation strands – from brand ambassador appearances and a multi-media digital hub, to an experiential city tour and a train wrap – as the countdown to the start of the tournament began in earnest.

Indeed, in May this increased activation of its multi-phase, multi-platform and multi-language ‘Because We Love Rugby’ campaign even included a branded video’s including ‘Countdown To’,

and ‘Do You Speak Rugby’.

With only two weeks to go until #RWC2015 it's time to ask: Do you speak Rugby? #TeamSpirit https://t.co/ZGFBKm39z8

— Société Générale (@SocieteGenerale) September 3, 2015

This latter approach sees SocGen join its fellow tournament sponsors in building excitement around the tournament and trying to reach out to the mass market and ensure the tournament helps expand the sport beyond the traditional, core rugby demographic.

May also saw the launch of a six-month transport strand of the activation campaign in London saw a Waterloo & City Line train branded in Societe Generale colours with an eye-catching train wrap (click for Vimeo video).

Thus is offers a useful, immersive experience for a key part of the bank’s target audience – business commuters.

Its own data shows that 93% of people on the line are travelling for work/education reasons.

Another aspect of its activation was a corporate Touch Rugby Tournament at Twickenham in June. This saw employees, clients and partners compete to win tickets for the opening match.

SocGen target corporate and financial companies with a City-wide digital campaign in close to 200 venues across London where they can register for the tournament on its Because We Love Rugby site.

Another part of the May activation phase was a series of high-profile events in the UK and France – which included a 12-city tour in France based around a unique digital experience and experiential activities with SocGen’s key RWC ambassador Jonny Wilkinson.

Choosing Wilkinson as its major tournament endorsers ensured the brand’s face was one one of the few global rugby stars who has hero status both in the host nation (England) and the bank’s own home market (France) – one Johnny Wilkinson.

World Cup winner Wilkinson’s immense career spanned both a record breaking stint for England s well as a winning period in French rugby for club side Toulon.

As a SocGen athlete ambassador, Wilkinson has been helping the sponsor bring the RWC to life In the digital sphere through the bank’s tournament web hub at http://www.becauseweloverugby.com/#

This multi-content site also hosts the steady roll out of Wilkinson-fronted films generated awareness of the bank’s tournament association and building excitement through the year.

These ranged from ‘Johnny Wilkinson National Hero’,

to ‘Johnnie Wilkinson Rugby Dream Team’,

and ‘Johnnie Wilkinson Ideal World Cup’.

These spots are also being amplified across the brand’s social channels.

L’ancien ouvreur du XV de la Rose revient sur la finale 2003. England's former fly-half & the 2003 final #TeamSpirit https://t.co/FaLQ11SlJz

— Société Générale (@SocieteGenerale) September 8, 2015

These strands all build on an initial activation phase that saw SocGen run a print and digital campaign starting back in September 2014 across leading publications focusing on SocGen’s support for the RWC.

The sponsor’s work carries the strapline ‘With Societe Generale, the pulse of rugby beats stronger’ – a sponsor pledge to all those who want to share and enjoy together the key moments of the Rugby World Cup 2015.

At grass-roots level, SocGen is also helping to raise awareness of rugby in inner-city London – with a focus on the local schools it supports in Tower Hamlets – by inviting around 100 school kids to watch a Rugby World Cup 2015 match.

The bank is working on its campaign with agency Carat, PSI and TfL on various aspects of its activation programme.

Comment

Whilst SocGen has sponsored the French Rugby Union for several years, its ability to fully activate international on a regular basis is somewhat restricted as banking rival RBS holds a lock on France’s major annual rugby tournament the RBS 6 Nations.

So the Rugby World Cup is SocGen’s opportunity to shine on the global rugby stage.

And it certainly seems to be pulling out all the stops to maximise its sponsorship rights.

The root of SocGen’s rugby relationship lies in the bank’s belief that the sport’s values ‘go hand in hand with its own values’

SocGen’s own data shows that rugby has had a positive impact on its brand, which indexes strongly against measures such as trustworthiness, team spirit, fair play and internationalism.

The umbrella objective behind it RWC partnership is to raise the profile of Societe Generale internationally as the bank which supports rugby and its strong values of team spirit and commitment.

‘Our links with the rugby world are built on trust and on the long-term, like those we seek to establish with our clients. These links go well beyond traditional sponsoring activities, which is why Societe Generale is a natural partner for Rugby World Cup 2015,’ explains SocGen Group head of communications Caroline Guillaumin.

‘By supporting this major global event, Societe Generale is affirming its status as a major European bank and will see its international brand recognition strengthened, particularly in the UK. Working alongside the rugby world, with which we have shared the values of commitment and team spirit for 27 years, we want to make Rugby World Cup 2015 an exceptional time that we can share with our clients, partners and all our employees.’

The bank is one of six worldwide partners and the sole banking, finance and insurance partner of the Rugby World Cup 2015.

This continues its long rugby heritage which includes partnering with the Rugby World Cup in 1991, 1999, 2007 and 2011 as its sole banking, financial and insurance partner.

Indeed, Societe Generale has been backing rugby for at least the last 27 years with programmes and partnerships at every level from the grassroots amateur game to major international competitions.

In France the baking network supports around 450 regional and local clubs and, via its subsidiaries and international presence, the group also backs rugby in many markets around the world, from Luxembourg to Hong Kong and from Senegal to Turkey.

Societe Generale is a partner at the major French rugby competitions like the Top 14 and Pro D2, the top two French rugby union divisions, the French national team and rugby sevens.

Links

Societe Generale RWC Website:

www.becauseweloverugby.com

Societe Generale Global Website:

www.societegenerale.com

Societe Generale UK Website:

www.societegenerale.co.uk

Societe Generale Youtube:

https://www.youtube.com/user/societegenerale

Societe Generale Facebook:

https://www.facebook.com/societegenerale

Societe Generale Twitter: