Creative agency Iris is marketing fast-paced, action-packed Rapid Rugby to Hong Kong and key markets of Asia-Pacific with an advertising campaign featured across social, broadcast and digital channels, running from March to June. The ad features a golfer getting a very unwelcome surprise.
Rapid Rugby is a new format of rugby union, with 70-minute games and rule changes that incentivise teams to keep the ball in play and take more risks. Borrowing from the competitive sport’s fast-scoring, risk-rewarding game that is rapid by nature, Iris’ creative was aimed at appealing to the new genre of audiences who want a sports-entertainment experience, while at the same time, recruiting new fans to Rapid Rugby.
“Rapid Rugby was created to bring new levels of entertainment to the sport. We created multiple pieces of content in easily digestible formats that represent Rapid Rugby’s fast-paced action,” said Miguel Garcia, board director at Iris.
She added that the potential to engage emerging rugby markets and new generations of fans across Asia Pacific is enormous.
A 2019 Showcase Series featuring 14 games between six teams will be played from 22 March until 9 August in six markets namely: Perth (Australia), Hong Kong, Singapore, Lautoka (Fiji), Brisbane (Australia) and Auckland (New Zealand).
Iris won the business in January this year and was given the remit to develop brand strategy and creative execution for the 2019 launch.
Mark Doran, marketing director at Rapid Rugby, said: “Our brand is rapid by name and rapid by nature. Iris was chosen after a competitive pitch process for its experience, professionalism and capability to deliver a disruptive launch campaign across broadcast, digital and social channels under the most extreme time pressures. We are bold and innovative and so is Iris.”