Create an innovative and engaging training event to promote and showcase Canterbury’s new training range. Conception and delivery of training launch for 60 competition winners inclusive of content creation and media generation reinforcing Canterbury’s status as the number one rugby brand.
Our campaign was driven around creating an engaging and motivating brand experience which at its core focuses on training for rugby not rugby training. By engaging and immersing the committed rugby community into a training offering which only Canterbury can offer, we could then have a launch pad for creating advocates for the brand. The Ultimate Training Experience took the consumer to an East London warehouse where we took Canterbury’s four pillars of training Speed, Endurance, Strength and Power to create an immersive rugby training experience. Using a personalised designed array of dynamic lighting and buoyant music taken from our insights with our carefully orchestrated training team we created a truly unforgettable experience for all of the 60 + guests. By utilising Canterbury’s ambassadors this gave us the foothold we needed to create a media buzz with significant social outreach achieved through content creation and influencer platforms.
Over 4,000 fans applied for a chance to come to the event
Over 150,000 views of the campaign film
12 pieces of campaign content captured
100% of guests gave a 10 out of 10 for the event experience
22 pieces of media coverage reaching a million impressions