Mongoose were tasked with ensuring that Lucozade Sport was the stand out brand of the 2015 Rugby World Cup without being a sponsor, raising awareness of the brand in rugby and engaging with rugby fans through the new TV advert.
Insight suggested that rugby fans wouldn’t respond to product (hydration/fuelling) messaging during the Rugby World Cup and that we needed to create a more brand led strategy to gain cut through.
Mongoose teased media and consumers ahead of the TV ad launch with exclusive content and used additional surprise content to lengthen the campaign’s impact. Ten days prior to the 2015 Rugby World Cup we announced the ban on sales to overseas players. An embargoed release of the TVC and exclusive behind the scenes content was strategically placed in the Metro, Sport magazine and The Sun.
The campaign was voted PR Week’s top campaign of the Rugby World Cup, and one of Campaign’s Magazine Top Five Campaigns of the Rugby World Cup. In total 31 pieces of coverage landed, including 13 national features with a total reach of 297m with 100% of coverage including a link through to the Lucozade Sport channels. Overall the campaign drove the biggest increase in sales penetration for Lucozade Sport in the last 3 years.
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