Canterbury ‘Be Part Of It’ — Global Brand Campaign
Reactive Digital Advertising: UK
Reactive Press Advertising: England
Reactive Press Advertising: Ireland
Reactive Press Advertising: Wales
Paid Social Content
Canterbury ‘Be Part Of It’ — Summary
At the start of 2019 Canterbury were caught between two audiences; rugby players that recognised they make good quality kit (but considered them a bit traditional and old fashioned) and rugby fans that bought the national jersey but often didn’t realise that Canterbury produce it. The 2019 Rugby World Cup presented an opportunity to make Canterbury unmissable for the extended rugby community.
Pre-covid, the world had already seen it’s fair share of segregation. Trump’s America was building walls and Brexit was all Europe could talk about.
The ‘Be Part Of It’ integrated brand campaign stands out by going against the cultural context. The creative direction unites nations side by side, just as rugby fans sit in a stadium. We placed elite players and fans shoulder to shoulder, demonstrating everyone has their place in the sport. And we took a twist from the usual dark masculine rugby representation the community were accustomed to and stood out with a lighter, more colourful and inclusive aesthetic with an often tongue-in-cheek sense of humour. We wrapped all that up in performance reactive ads across digital billboards, print and media partnerships.
PCA Creative
Neil Bedford
Andrew Telling
Tom Wootton
Production Factory
Mediacom Manchester
Credits:
Paid Social: 21.4m impressions for paid social (143% over impression forecast, quadruple times the video views)
Product: Limited Edition Jerseys sold out within 3 hours.
Social: 19.3m people reach on Instagram
Reach: 27% of all UK adults reached in 7 week campaign
Engagement: 83% of visitors to Canterbury.com were new visitors. (66% increase on 2015 RWC)
The Drum: No.1 Position in ‘Creativity That Works’
Inside Out Awards: Best Project.
Results: