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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Thijs Muësen
Thijs Muësen
Over TBWA GROUP

TBWA\ is and has been a top-3 ranked agency for the last decade and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA\ has developed and is recognised for its world class brand building and strategic capabilities. TBWA\ is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. These disciplines comprise of in-house strategic advice, advertising, CX design, CRM, media, digital, brand design, public and brand relations, social, event, content & complemented with all related production capabilities. All of this to answer our client’s challenges in a modern, collaborative and comprehensive way.

TBWA\ is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA was elected Agency of the Year 4 times in the last 12 years and digital Agency of the Year 5 times in the last 7 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium: the reason why we were named Effie Beasts last year, as best Belgian Effie agency since the start of the Effies. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!

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