Creating a Rugby World Cup legacy

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Aviva needed to use the increased national focus on rugby in 2015 to create a genuine legacy both for the business and the Aviva Premiership competition.



Deploying a campaign that had digital at its heart, Aviva moved ahead of other brands to release ‘Rugby Matters’, a documentary which told inspirational stories about the power of rugby in local communities, at the Aviva Premiership Final 2015.

Then, as thousands of new fans swept up by the RWC struggled to actually get tickets, Aviva stepped in to offer them the chance to experience their first taste of professional rugby  for free.


The “First Timers” activation was one of the biggest ever integrated campaigns between the brand and the 12 Aviva Premiership Rugby clubs.

More than 2,500 new fans attended their first ever match, and over 85% of fans surveyed said they would attend another fixture.

This was a cost-effective campaign that drove customer acquisition, and ultimately created a legacy for the Aviva Premiership.