Australian Rugby Union reveals new campaign ahead of international season
The Australian Rugby Union (ARU) has unveiled its new campaign platform as it aims to pull in more fans as it struggles for traction against other sporting codes ahead of the new international season.
Ikon Communications developed the campaign with the tagline ‘We’re in. RU?’ which includes three TV ads as well as a social media campaign featuring an Ode to the Wallabies entitled ‘The Golden Thread’.
In the ads, Qantas Wallabies squad are featured in a range of everyday scenarios to show how the player’s minds are always ‘on the job’. Player Michael Hooper is seen in a barber shop in the first, Stephen Moore is in an airport terminal in the second, and the third shows Christian Leali’ifano being questioned by a detective.
The Barber shop:
Barber shop? Do not really get the relevance between a barber shop and rugby union.
If the wallabies spent more time training and less time grooming they might win. You wouldn’t find an All Black or Springbok at a hairdressers! doesn’t make me want to buy a ticket!
This is piss poor marketing of a sport. The AFL, Cricket Australaia, and even the pop anthems of the NRL are far more sophisticated.
Please let this be a lesson to marketers to not skimp on creative agencies.
Embarrassing on an epic scale. Why would a major sporting body use a media agency for its creative?.. This is the equivalent of playing Benny Robinson at fullback!! I’m tired of seeing this type of shit from rugby RU?
Poetry and sport go together like a fish and a bicycle