Rugby Union Of Russia Promo, Case study RUSSIAN TYPE OF GAME by Grey Moscow

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market Russia
Agency Grey Moscow
Creative Director Eldar Gincharadze
Producer Daisy Mellors, Alexander Voytetskiy, Tatiana Milovanova
Photographer Boris Bendikov
Released March 2011

Credits & Description

Category: Best Use of Integrated Media
Product/Service: RUGBY 7'S WORLD CUP
Date of First Appearance: Mar 25 2011
Entrant Company: GREY MOSCOW, RUSSIA
Creative Director: Eldar Gincharadze (Grey Moscow)
Managing Director: Mark Pritchard (Grey Moscow)
Creative Group Head: Andrey Trusov (Grey Moscow)
Photographer: Boris Bendikov
Producer: Daisy Mellors (Grey London)
Producer: Alexander Voytetskiy (Grey Moscow)
General Producer: Kristina Chernova (Pin-up Photo Production)
Producer: Tatiana Milovanova (Pin-up Photo Production)
Media placement: Print -2 Layouts - Rugby Magazine - 31 March 2011
Media placement: Print -1 Layout - Rugby Magazine - 30 April 2011
Media placement: Cinema - 1 Spot - Dome Cinema - 30 April 2011
Media placement: Event - All-Russian Exhibition Centre - 02 April 2011

Insights, Strategy & the Idea
Russia is the host of 2013 Rugby 7's World Cup.

The task was to promote the 2013 World Cup Rugby 7's Championship and to generate excitement, interest and participation (as viewers or players) in the sport.

The problem is Russians do not know much about Rugby; what the rules are or where it is played, they’ve probably never even watched a game.

The target audience was Sports Consumers: Armchair Athletes, Weekend Warriors and Dads who are spending time with their children. They probably were on some sports teams in school, and even now may enjoy playing an occasional game on a weekend. They follow hockey, football and other teams.

Our insight was that the qualities that make a great Rugby player are the same as those that make a great Russian; toughness, strength, a “healthy” perspective about rules, irreverence, humour.

Rugby is Russia’s Type of Game.

Creative Execution
The creative solution was to show the parallels between ordinary Russians and Rugby. Our first phase in Moscow was to entertain with cinema and posters, and to involve ordinary Russians in events which brought them into contact with the actual Russian rugby team.

Results and Effectiveness
People in Moscow agree rugby is a game with Russian spirit.

Before Campaign: 35%.
After Campaign: 71%.