Land Rover, a Worldwide Partner of Rugby World Cup 2015, has revealed its brand campaign for the company's biggest ever sponsorship, which will champion grassroots rugby around the world.
Building on its Official Sponsor status for Rugby World Cup 2011, Land Rover has used its 20 year heritage within rugby at all levels around the world to create a fully integrated brand campaign which puts grassroots rugby at its heart.
Laura Schwab, Marketing Director Jaguar Land Rover UK said, "We have deliberately chosen to shine the spotlight on some of the smallest, most remote, most deserving rugby clubs around the world. At Land Rover, we have a long history of supporting rugby from the grassroots up and we share many of the values that also sit at the heart of the game. Our unique #WeDealInReal campaign aims to put grassroots clubs, and the remarkable characters who represent the true spirit of the game, on the global stage, by telling their stories to an international audience."
To celebrate the campaign, Land Rover has today released a 60-second video that delves into the values that set rugby apart and celebrates the clubs and people who are at the heart of the game. The 60 second #WeDealInReal campaign video can be viewed below.
The eleven hero clubs chosen for the integrated campaign each have their own unique story to tell which will be brought to life through broadcast idents, a series of digital films hosted on Land Rover's global website and will be championed through the company's global network of social channels. From Isle of Mull Rugby Club in Scotland, where the regular journey to training involves boat trips to and from the island to Davetalevu Rugby Club in Fiji, where residents of the local community take turns to maintain the grass and paint the lines, these clubs form the basis of the #WeDealInReal global advertising campaign.
Schwab continued, "To dedicate our media for the third biggest sporting event in the world to a variety of small clubs may be viewed by some as an unusual approach; but we feel it's important to show our commitment to all levels of the game."
The eleven amateur rugby clubs from different countries that will feature in the Land Rover's #WeDealInReal global advertising campaign are:
Bidart Union Club, France
Clwb Rygbi Y Fflint, Wales
CUS Siena, Italy
Davetalevu Rugby Club, Fiji
Dingo Cubs in Alice Springs, Australia
Halifax RUFC, England
Hokkaido Barbarians Rugby Club, Japan
Isle of Mull Rugby Club, Scotland
Rugbaí Chorca Dhuibhne, Ireland
Soweto Rugby Club, South Africa
Upper Clutha RFC, New Zealand
Land Rover launched its #WeDealInReal campaign in March by using some of its most high-profile Rugby ambassadors to lend a hand at a grassroots match in Hampshire, England. Legends of the Game past and present, including Rugby World Cup winners Jonny Wilkinson, Will Greenwood, Sir Clive Woodward, Brad Thorn and Bryan Habana rewarded amateur side Racal Decca RFC by assist in the club's routine match day preparations.