TBWA en Play Sports leggen de ruwe charme van rugby bloot

Sinds 5 februari loopt het Six Nations toernooi op Play Sports. Rugby dus. En dat is een sport waar wij Belgen niet echt vertrouwd mee zijn. Daarom bedacht TBWA in opdracht van Play Sports een campagne die fans van andere sporten warm maakt voor rugby: “If you like …, you’ll love rugby.” De crashes uit de F1, de tackles uit het voetbal, de sprongkracht van basketters, … Je vindt het allemaal terug in rugby. Maar dan beter.

Play Sports biedt fans van voetbal, basket, F1, en hockey al jaren het strafste van hun sport aan. TBWA wou van die sportfans nu rugbyfans maken. Hoe? Door te tonen dat het nog straffer kan. Op social media werden fans getargeted met beelden van hun favoriete sport, gekoppeld aan de nog ruwere uitvoering ervan in het rugby. Diezelfde ruwe charme werd in radio vergeleken met het iets minder ruwe, en iets minder charmante, voetbal.

 

Het Six Nations toernooi loopt nog op Play Sport tot 19 maart.

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