Following the end of the domestic rugby season, Mitsubishi Motors had the opportunity to activate a number of their contractual rights with England Rugby.
Traditionally, access to the Twickenham pitch, England Rugby’s home changing room and RFU age grade coaches is easier to come by once the season ends, but this meant we needed a hook to encourage our core rugby audience to engage with Mitsubishi Motors at a quieter time of the year.
The core insight behind our remaining rights was that they enable fans to get ‘behind the scenes’ of England Rugby.
With this in mind, we created a consumer-facing proposition called Mitsubishi Motors presents England Rugby, Access All Areas, packaging all three contractual rights under a unifying banner – a first for an England Rugby partner.
It also allowed us to work with Mitsubishi Motors to create a bespoke microsite which acted as the focal point for the entire campaign. With all campaign comms directed to the site to drive entries, we were able to create a link between the England Rugby partnership and Mitsubishi Motors CRM database.
Our In-Game Insights event gave a select group of lucky fans and key Mitsubishi Motors stakeholders a chance to watch the First Test of England’s summer tour of Argentina in the rarefied surroundings of the home changing room at Twickenham.
Former England captain and Rugby World Cup winner Phil Vickery was on hand to give his insight and analysis of the match, providing all attendees a unique opportunity to better understand the highest level of the game.
For Train at Twickenham, we gave one lucky school the chance to experience the smart thinking behind England Rugby with a training session on the hallowed turf.
Working closely with England Rugby Community Rugby Coaches, we developed an ‘Intelligent Motion’ themed training session which gave the players an insight into the skills and drills that the England Rugby coaching team have embedded at all levels of the game.
The ‘Intelligent Motion’ theme continued at our Coach the Coaches masterclass, which was delivered by England Rugby head coach, and Mitsubishi Motors ambassador, Eddie Jones, as well as age grade coaches John Fletcher and Steve Bates.
We gave 24 grassroots coaches an opportunity to gain a true insight into coaching at the top, at the Mitsubishi Motors England Rugby Training Centre – a facility rarely accessed by the public. All three coaches spoke openly about their coaching philosophy, with hands-on training sessions giving key tips and advice to our aspiring coaches.
Our Access All Areas competitions received over 1,600 entries across the three events – our most popular activation in the first year of our England Rugby partnership.
Our Train at Twickenham and Coach the Coaches videos generated over 300k views across Mitsubishi Motors and England Rugby Facebook channels, allowing us to amplify Mitsubishi Motors’ involvement in rugby to a much wider audience.