Unable to escape the rugby. Events in the street, dedicated Web sites, displays standards or operations to user-friendly vocation, 15 sport occupies all the lands of the communication and marketing. Stand out at the time of the World Cup takes puzzle speeds. "The impression of wealth around the rugby is high, that it does not speak throughout the year of the sport also large scale than the football," Note Thierry Reboul, founder of the Agency Ubi Bene.
Being a sponsor of the event does not relieve to find distinctive modes of action. As shown in the General society. Partner of the rugby for twenty years, the Bank began one its communication around the world by a spectacular operation Cup: a match at the vertical on the facade of its historic headquarters, boulevard Haussmann in Paris. Then, the Bank declined operations to all audiences, the giant's treasure hunt (to find envelopes containing tickets for the games) to actions directed towards women, through a tour combining rugby and music for young. "Our graphic universe, developed by the artist Parra, can truly distinguish us," said Raphael Niémi, responsible for sponsoring rugby at Société Générale. It considers that the duration of the engagement around a sport also made the difference. "Rugby has a real proximity to the public, need to keep it," he continued. Where the distribution of a million of capes support before the stages or sets installed in about 50 cities to carry out a "heart ola" broadcast then on site Internet Paramourdurugby created for the occasion.
As for the World Cup, it is above all to build on the emotion and the opportunity to experience, more likely to be stored by the public. The group, official partner, offers fans at the entrance of the stages of the booths of makeup in the colours of their champions. The RATP, elle, mounted last week a Rugby Park to practice the sport and to meet with former players. This week, it is the turn of the SNCF to offer visitors to the Montparnasse train station to learn, after discovering the "rugby beach" this summer in Paris beaches. Galeries Lafayette have also relied on the map of the experience with such a "rugby dating", September 20, to gather fans of the oval ball. "It is a way for us to help convey the values of this collective sport in French society and particularly among young people." However, we have kept our party take on fashion and wanted to add our humorous paw with a make-up workshop. Blue men can show such great players, Director General mud, Even the quai Branly Museum returned to the fray by organizing exhibitions, animations, up to a short-lived rugby on his roof field.
"Council and technology" sponsor and supplier of the cup of the world, Capgemini has opted, meanwhile, for the spectacular dressing its headquarters located next to the arc de Triomphe, Paris, a giant canvas featuring a team of the XV of France beyond the veneer of five opponents of different nationalities, as if everything was going on around the columns of the building. Designed by the communication specialist large format Athem, the operation is a forum for feedback on the canvas.
Some are also of the event argument in business strategy. At the group, new customers receive 15 off reference number of players per team on a contract purchased during the period of. Peugeot has released a 307-a Rugby World Cup 2007 207, including supports-heads shaped rugby ball. The post declined the theme on a block of stamps related to the various actions of a match or a sticker supporting the team of France but also, for the first time, on a lenticular stamp tilt to move a ball between the posts.
Visible at lower cost
As any global sporting event, the World Cup does escape to "ambush marketing", consisting of "guerrilla" tactics to use during a media event for which the mark is not an official sponsor and to make visible at lower cost. With the risk of interference of the messages. When McDonald's, official supplier of the event, launches revenue customizing French test or the argentine key, Quick reply with Michalak burger.
In this extensive melee to the glory of rugby, HSBC France took a good party to him: to register in the event no make reference. The Bank dressed the motor of 15 TGV trainsets with 60 Visual related routes used by trains, all for an amount of approximately 1 million. "It must be where the others are not." "But the World Cup is a period of mobility, games playing in different cities", note Thierry Reboul. Moreover, in five cities to host the event but are also lighthouses for the Business Development Bank, the buses and trams will display the colors of the banking claw from September 24. "The time is important and we enjoy in our own way." Our problem is to continue to advance the notoriety of HSBC, which is a young mark in France. "The TGV or bus as media show our commitment to the values of proximity", said Chantal Nedjib, Director of communications. Watermark or more head-on, rugby has not finished to facilitate operations marketing for the next few weeks.