RUGBY by McCann Milan for Rcs

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RUGBY

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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Promo & PR
Market Italy
Agency McCann Milan
Executive Creative Director Marco Cremona
Creative Director Gaetano Del Pizzo, Gaetano Del Pizzo
Art Director Federico Fanti - Valentina Di Martino
Copywriter Valerio Delle Foglie - Sergio Esposito
Released May 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: RCS
Product/Service: ALL BLACKS
Agency: McCANN ERICKSON ITALIA
Date of First Appearance: May 20 2009 12:00AM
Entrant Company: McCANN ERICKSON ITALIA, Milan, ITALY
Executive Creative Director: Marco Cremona (McCann Erickson Italy)
Creative Director: Gaetano Del Pizzo (McCann Erickson Italy)
Art Director: Federico Fanti - Valentina Di Martino (McCann Erickson Italy)
Copywriter: Valerio Delle Foglie - Sergio Esposito (McCann Erickson Italy)
TV Producer: Antonella Carpigo (McCann Erickson Italy)
Account: Martina Troni (Momentum Italy)
Media placement: Print - Magazine - 20 October 2009
Media placement: Outdoor - Milan - 15 July 2009
Media placement: Ambient - Teaser - 20 October 2009

Describe the objective of the promotion.
Rugby is not a very popular sport in Italy. ‘Gazzetta dello sport’ Italy’s most important sports newspaper and organiser of important sport events, wanted to challenge this status quo by creating awareness around the Italy vs All Blacks match, which was scheduled on the 14th of November at the San Siro, Italy’s biggest football stadium. Our objective: To fill the Stadium and create brand awareness.

Describe how the promotion developed from concept to implementation
We hit our target from two different angles: 1. the other side of the world is challenging us; 2. we have to try and stop the tremendous power of the All Blacks. First, we portrayed the All Blacks looking at us from their hometown on the other side of the world, through a hole in the ground. Then the All Blacks travelled to Italy so we physically showed their power.

Describe the success of the promotion with both client and consumer including some quantifiable results
Not only was San Siro stadium completely sold out ( 80, 0000 tickets sold) but we also generated a great amount of brand awareness (two million viewers). It was spoken about on eight of the most popular radio stations, the fifteen most important Italian newspapers, twelve magazines, sixty nine websites, 61 blogs and the most important news channels.

Explain why the method of promotion was most relevant to the product or service
We came out with two print and out door campaigns and then a series of ambient media. We positioned them in the most crowded areas of Milan, the city in which the event was going to take place. We did this in order to spread the news and create word of mouth, it worked!