Motor-vating Community Rugby

The Brief

Utilise Mitsubishi Motors’ partnership with England Rugby and Scottish Rugby during the Guinness Six Nations 2021 to give back to the grassroots rugby community and create relevant engagement activities that offer retargeting opportunities, drive fans to the Mitsubishi website and capture data.

Campaign Execution

We capitalised on the insight of rugby fans needing a pick-me-up, following a long period of lockdown with no grassroots rugby taking place, and issued a rallying cry asking the rugby community to nominate someone they thought deserving of a message of Mitsubishi ‘Motor-vation’. Rugby legends Danny Care, Nolli Waterman and Jim Hamilton were drafted in to be the faces of the campaign, with current England and Scotland first team players providing support to record the nominations sent in by our rugby fans via Mitsubishi’s website.

Results 

In total, we drove more than 5,200 fans to the Mitsubishi website in March and April ’21, generating 1,116 message nominations, of which 116 were recorded and distributed out to the rugby community. The campaign reached 3.2m people via organic and paid social and CRM, including owned, rugby union partner and talent.