Cannes Lions

RUGBY CHAMPIONSHIP

TBWA\BUENOS AIRES, Buenos Aires / TELECOM PERSONAL / 2013

Case Film
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Case Film

Overview

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Credits

Overview

Description

Personal, one of Argentina´s major mobile company, wanted to be linked with sports, since it was something the unifies people all around the country. We chose rugby, a sport with values that represent the brand and that deserve to be supported.

So the project was to commit ourselves to help the Argentina rugby team to get into the TRI NATIONS, one of the biggest rugby competitions in the world, that never happened before.

The PR was strong and important here already, since we asked for every rugby fan to be engaged with this goal too. Then we carried the voice of fans and players to the IRB, the FIFA of the Rugby, and after years trying the Pumas participated in the 4 Nations, that in Argentina is know by Personal Rugby Championship, the biggest PR we could ask. The brand is named every time someone talk about the championship.

Execution

We did a a fully integrated campaign, supporting the Pumas in all media channels.

We encouraged kids all over the country to become future Pumas players. We made a country give hands for one goal.

And then we carried the voice of fans and players to the IRB, the FIFA of the Rugby, asking them to pay attention in Pumas and see its potencial, so they could get in the championship.

Outcome

We increased dramatically the link of Personal to rugby and to sport and by consequence, to the sport fans. And the best part, we got the Pumas to the TRI NATIONS, that is now called 4 Nations, with us in it. But the best part is, in Argentina, this huge world rugby championship is not known by this name, but by Personal Rugby Championship.

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