HSBC WORLD RUGBY SEVENS

Making the finale at Twickenham a sell out

Assignment

Generate excitement and a sense of ‘must be there’ for the Sevens finale.

Action

As Sevens is more of a social event, we wanted to reach beyond traditional rugby spectators to a younger, predominantly male, white collar, local audience.

We focused the campaign across Central London & the South East during the busiest commuter hours.

Taking inspiration from the blockbuster Star Wars trilogy creative approach we decided what it deserved was high impact, high footfall OOH executions, coupled with London free press (e.g. Evening Standard & Metro).

Judgement

Smashed attendance records with over 100,000 through the doors over the weekend.  You could say the results were ‘out of this world’!