Cannes Lions

RBS 6 NATIONS RUGBY SPONSORSHIP

JAM @ ENGINE, London / ROYAL BANK OF SCOTLAND / 2012

Overview

Entries

Credits

Overview

Description

The 6 Nations rugby championship is one of the largest, annual sporting events in the Northern Hemisphere, televised to over 60 million fans in 35 countries worldwide. The Royal Bank of Scotland has sponsored the 6 Nations for the past 9 years, but in the milestone 10th year of their sponsorship, RBS wanted to make something special. Their challenge was to bring the spirit of the RBS 6 Nations into people’s homes.Ourselves, in collaboration with RBS’s current sports marketing agency, answered the challenge with a cross platform mobile application that created a highly engaging and social, duel screening experience.Development kicked off in December 2011, giving us two months to design and build an application for iOS and Android, as well as Facebook. We developed the concept whereby fans could be challenged in real-time to predict the outcome of penalties, conversions, line-outs and 5 meter scrums along with answering trivia questions based on the live action during each match.The app had social at the very heart of it. Fans were encouraged to use their Facebook login details to register, which allowed us to automatically create ‘friends’ leagues so they could easily track their progress against friends and family as the championship progressed.The launch of the application was supported by a traditional PR push to sport and tech journalists. Realizing that bloggers would be the key to driving of awareness of the application, an exclusive blogger event was held one week before the release. We invited bloggers from across the 6 nations’ countries to come and play with the application, giving them the opportunity to have their photo taken with the real 6 Nations trophy.The RBS 6 Nations Live Challenge application had the media world in a frenzy, with tech and sporting publications spouting its praises. The app was featured in both the ‘New and Noteworthy’ and ‘What’s Hot’ sections in the Apple app store. The app averaged 9,000+ users per match, with over 100,000 downloads on both iOS and Android. Consumer reviews and reactions on social networks showed a positive and engaged group of rugby fanatics.The 2012 RBS 6 Nations Live Challenge application created a deeper connection for rugby fans, using mobile to bring each match to life.

Similar Campaigns

12 items

ANZ BETTER WAYS

DELOITTE DIGITAL , Sydney

ANZ BETTER WAYS

2014, ANZ BANK

(opens in a new tab)