Generate awareness of NatWest’s role within schools rugby and build brand affinity with the Schools Cup programme through ‘painting the tournament NatWest purple’.
With the majority of the Schools Cup audience being active on Facebook and Twitter, we led with social media as our primary communication channel. We positioned NatWest’s channels as the go-to place for all things Schools Cup related, showcasing the tournament through real-time match footage natively posted on both Facebook and Twitter. Saracens hooker and event ambassador Jamie George provided live commentary throughout the finals with all our graphics overlaid with the NatWest purple filter… literally painting the tournament purple.
At the climax of the season, we created the NatWest Schools Cup Academy Day which gave 30 of the best schoolboy players a chance to experience a day in the life of an elite England player. The session was held at Pennyhill Park and involved both training and film analysis led by RFU coaches and England forwards Chris Robshaw, Matt Kvesic and Dave Attwood.
On Finals Day, our NatWest Live content team extended the reach of the event beyond Twickenham, amassing 39,700 video views and 27,900 engagements across both Facebook and Twitter. Importantly, all video commentary was posted within 60 seconds of the moment occurring on the pitch, ensuring the brand truly owned all the key moments online.