Calcutta Cup, 6 Nations 2021

The Brief

Embed Vitality into the conversation of the 2021 Guinness 6 Nations and the English rugby fan audience, whilst utilising Scottish Rugby sponsorship rights and access to brand ambassadors, in less than three weeks. Integrate a message of mental strength to promote Vitality’s central mission of introducing health & wellbeing products and services into the healthcare industry.

Campaign Execution

The obvious tension is that Vitality sponsor Scotland but wanted to extend their reach to English Rugby fans. We used the Scotland v England historic rivalry to our advantage by bringing together Jonny Wilkinson and Gregor Townsend – who played against each other in the Calcutta Cup – for a piece of content that showcased the relationship between the two rivals and their shared understanding of mental strength. In partnership with RugbyPass All Access the content was distributed across Vitality and RP social channel with paid support.

Results
We created over 20 edits of content from a 2-hour interview, which were released at relevant moments throughout the Six Nations, keeping the brand relevant for 6 weeks. The videos delivered 525,000 organic video views on RugbyPass’ web and social channels.