Iris Case Studies Revolutionizing Rugby: A Case Study on Rapid Rugby's Marketing Strategy

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	Revolutionizing Rugby: A Case Study on Rapid Rugby's Marketing Strategy Iris

Revolutionizing Rugby: A Case Study on Rapid Rugby's Marketing Strategy

Iris

Applicable Functions	Sales & Marketing
Challenge	Rapid Rugby, a new format of rugby union, was faced with the challenge of launching its inaugural 2019 Rapid Rugby Showcase Series. The new format, which features 70-minute games and rule changes that encourage teams to keep the ball in play and take more risks, was designed to eliminate the 'boring bits' of the sport. The challenge was not only to communicate this new and exciting format but also to attract a new, entertainment-hungry audience. The goal was not just to appeal to existing rugby fans, but to reach out to a wider audience across various markets in the Asia-Pacific region. Read More
About Customer	Rapid Rugby is a new format of rugby union that aims to make the sport more exciting and engaging. The format features 70-minute games and rule changes that incentivize teams to keep the ball in play and take more risks. The goal of Rapid Rugby is to eliminate the 'boring bits' of the sport and attract a new, entertainment-hungry audience. Rapid Rugby is not just targeting existing rugby fans, but is also looking to expand its reach to various markets across the Asia-Pacific region. Read More
Solution	To tackle this challenge, Rapid Rugby, with the help of Iris, their lead strategic and creative agency, developed a series of digestible launch content. This content was designed to take Rapid Rugby beyond the confines of traditional rugby and into the wider realm of live sporting entertainment. The sport was positioned as the antidote to the boring elements that often frustrate today's sports fans. The content was disseminated across various platforms, including social media, broadcast, and digital channels, to reach a wider audience and generate interest in the new format. Read More Log in to view content
Contents

Applicable Functions

Sales & Marketing

Challenge

Rapid Rugby, a new format of rugby union, was faced with the challenge of launching its inaugural 2019 Rapid Rugby Showcase Series. The new format, which features 70-minute games and rule changes that encourage teams to keep the ball in play and take more risks, was designed to eliminate the 'boring bits' of the sport. The challenge was not only to communicate this new and exciting format but also to attract a new, entertainment-hungry audience. The goal was not just to appeal to existing rugby fans, but to reach out to a wider audience across various markets in the Asia-Pacific region.

About Customer

Rapid Rugby is a new format of rugby union that aims to make the sport more exciting and engaging. The format features 70-minute games and rule changes that incentivize teams to keep the ball in play and take more risks. The goal of Rapid Rugby is to eliminate the 'boring bits' of the sport and attract a new, entertainment-hungry audience. Rapid Rugby is not just targeting existing rugby fans, but is also looking to expand its reach to various markets across the Asia-Pacific region.

Solution

To tackle this challenge, Rapid Rugby, with the help of Iris, their lead strategic and creative agency, developed a series of digestible launch content. This content was designed to take Rapid Rugby beyond the confines of traditional rugby and into the wider realm of live sporting entertainment. The sport was positioned as the antidote to the boring elements that often frustrate today's sports fans. The content was disseminated across various platforms, including social media, broadcast, and digital channels, to reach a wider audience and generate interest in the new format.

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Overview

Revolutionizing Rugby: A Case Study on Rapid Rugby's Marketing Strategy