For the last 12 years Investec, the international specialist banking and asset manager group, has been sponsoring the Investec Internationals.
During the four weeks event, the best teams from the Southern hemisphere (New Zealand, Australia, South Africa, Fiji, Samoa and Argentina) come to play against England at Twickenham. The flashy and slick running style of the Southern teams against the gritty and brutal physicality of the Northern style is a major, exciting event for rugby fans across the world.
For them the best national teams, the giants of rugby, come to play at Twickenham in a titanic clash of styles. And for every fan, we wanted to create an integrated and digital campaign to help them savour every tackle, every scrum, every pass and every score. Hence the line ‘Follow in the steps of giants’.
Our campaign featured a new microsite where with every interaction, fans were drawn into the action as though they were part of the match. Also we created a social media game/promotion using twitter, google maps and geo-tagging where fans could shared their knowledge of the game and the teams, to win VIP match tickets.
Additionally we created a video commercial featuring a group of giant rugby players which won the Best Online Video at the IAC awards.
In the end nearly a quarter of a million rugby fans attended the games, visited the Microsite and used Twitter sharing their knowledge of rugby to win VIP tickets with our Social Media competition.