NatWest supports the grassroots game through RugbyForce – the largest community rugby project in England and Wales. Following Rugby World Cup 2015, we had to sustain the momentum of interest in the game by ensuring registrations remained high. Our challenge was to get NatWest closer to their local communities in which they work by revitalising the existing programme, encouraging a renewed interest from clubs.
We invigorated the RugbyForce by creating brand new incentive for 2016. Clubs that registered had the chance to win legends of the game Lewis Moody, Will Greenwood, Tom Shanklin and Al Kellock on their club’s board for a year. We created a mini-series of targeted social media content promoted across both the brands and each Union’s channels. This was amplified through press interviews with each legend to highlight the business acumen they could offer a grassroots club.
While the roll-out is still underway, the campaign has reached and engaged over 800 clubs, surpassing last year’s total registrations. The launch film achieved 330,500 views in the first 72 hours, directing 1,100 people to the registration pages. This, combined with legend interviews, generated over 200 press clippings, including each of the three countries' key national titles. Watch the launch video here and stay tuned to see each legend join their winning club.