More Hype, More Heart, More Entertainment

Auckland Rugby Union

Brief —

To drive the desire for a broader group of Aucklanders to come and support club rugby. Getting at least 2 degrees of separation beyond the rugby community, whilst promoting a new format in fresh and modern way.

Movement —

To create a movement for young people to attend their local club rugby game. A new brand identity with a distinctive look and feel that connects with a younger audience was created to modernise perceptions around club rugby’s evolution.

This was followed by an integrated campaign to generate interest with the Auckland public. Outdoor, Radio, Digital, Social Media, print and in club rooms were key channels.