ITV – Rugby World Cup

Strategy / Campaign Identity / Creative

To attract sponsors to its Rugby World Cup coverage, ITV needed to convince key decision-makers in B2B brands and finance companies – sceptical about high costs, low impact and big wastage, of the merits of television advertising. With a strong data set, a multi-channel DM campaign and a certain Lawrence Dallaglio, we drove people to a personalised data capture site, getting conversations flowing between ITV and potential clients.

After the whistle blew, we’d delivered a 37% meeting response rate and 15:1 ROI.

Signed ruby ball leaning on the side of the designed box. Earnie creative design
Image of the Rugby World Cup direct mail campaign with a signed rugby ball inside a box. Earnie creative design
Inside of Rugby World Cup leaflet with match schedule. Earnie creative design
Inside of leaflet with Lawrence Dallaglio and Mike Catt in England World Cup 2007 kit. Earnie creative design
Close up of the outside of the box designed goalposts with ITV logo and "Rugby World Cup 2011 New Zealand". Earnie creative design