Land Rover Unveils #wedealinreal Plans

Land Rover, a worldwide partner of the Rugby World Cup 2015, has revealed its brand campaign for the company’s biggest ever sponsorship, which aims to champion grassroots rugby around the world.

Building on its official sponsor status for the last edition of the Rugby World Cup in 2011, the #WeDealInReal campaign features a number of different content and experiential activations including a central advertising campaign, mascot leverage, social integration, experiential support, global media partnerships and ambassador engagement.

11 amateur rugby clubs from different countries will feature in the integrated global advertising campaign, shown across seven different broadcast partnerships, with hundreds more amateur clubs given the opportunity to get involved and tell their stories via Land Rover’s global digital and social channels.

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.”

The 11 hero clubs chosen for the campaign will feature in 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.

Clubs range from Mull Rugby Club in Scotland, where the regular journey to training involves boat trips to and from the island, to Davetalavu Rugby Club in Fiji, where residents of the local community take turns to maintain the grass and paint the lines.

To celebrate the campaign, Land Rover has today released a 60 second video, featured here on Sport Industry TV.

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.”

Land Rover launched its #WeDealInReal campaign in March by using some of its rugby ambassadors to lend a hand at a local club match in Hampshire. 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 fulfilling the club’s routine match day preparations as a surprise.

In the build up to Rugby World Cup 2015, Land Rover has been enlisting 96 young mascots who will run out with the teams, including one sourced from every competing nation, with the majority recruited through Land Rover’s existing grassroots programmes such as the Land Rover Premiership Cup in England and the Hitz CSR programme in Argentina.

The #WeDealInReal advertising campaign will launch in the UK on 18th September, coinciding with the Rugby World Cup 2015 opening ceremony and England’s first match, taking place at Twickenham.