Cannes Lions

RUGBY CLUBS PROMOTION

GEORGE PATTERSON PARTNERS, Sydney / TELSTRA / 2004

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Overview

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Credits

Overview

Description

We sent a massive metal toolbox to local rugby club managers.

On the lid was an explanation - “All the tools you need to turn your club into a stadium.” Inside was a letter disguised as a construction brief.

The letter explained how the club could soon be enjoying stadium-sized crowds for RWC games. It outlined a promotional plan to attract big crowds. A foreman’s hard hat, mug, tea bag, and a biscuit were also included. Each toolbox also contained five hundred promotional posters and flyers for the club to distribute according to the promotional plan.

Outcome

RWC 2003 was incredibly successful, filling stadiums across the country.

Telstra ‘Front Row’” spread that success to local rugby clubs. The clubs responded magnificently to the “Tool Box” call-to-action, using all the promotional tools to turn their clubs into stadiums.

Results testify to this.

Overall, 69,500 people attended “Telstra Front Row” events. At Manly Rugby Club, an astonishing 7,000 people watched Australia v New Zealand on the big screen.All participating clubs reported great feedback from the community. Our client, Telstra, also received positive feedback and thanks from all clubs involved in the events.

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