Create an innovative, moving space that generates brand awareness in a credible and engaging way whilst delivering the brand campaign Committed to the Game in an immersive rugby experience for the full spectrum of rugby players and fans.
Our campaign was driven around creating an engaging and motivating brand experience which at its core completely immerses fans in the sport while bringing to life Canterbury’s brand values of commitment across all levels of the game. Visitors were encouraged to take part in and contribute to the sport they love in a truly interactive way.
The roadshow was specially designed to showcase all levels of rugby with built in locker rooms where consumers could see what it felt like to be in the Twickenham changing room or sit next to Canterbury Ambassador Will Greenwood. The interactive stations gave fans a chance to test their speed against Sam Burgess. A diving try interactive experience gave fans a chance to put on their nation’s shirt and get caught on a bullet time camera for them to share.
Starting in Exeter on 6th August and finishing at the Rugby World Cup 2015 Official Fanzone in Trafalgar Square for the closing stages of the tournament, the roadshow made a total of 14 stops across England, Wales and Ireland where Canterbury managed to reach their targeted demographic at its height of popularity during the Rugby World Cup.
The Canterbury brand roadshow saw over 40,000 fans taking part in the shareable rugby experience.
Over 7,000 fans took part in the Canterbury speed test, while 6,000 fans took part in the diving try experience.
Digital engagement of over 620,000 impressions on Twitter, a series of personalised vines created over 100,000 views.
In total, the roadshow was exposed to over one million people on the ground in locations across the tournament, including official Rugby World Cup 2015 Fanzones in Twickenham, Cardiff and Trafalgar Square.