AUCKLAND, Today: Crave Global has teamed up with Auckland Rugby to give club rugby a bold new look and vibe, aiming to get more locals cheering from the sidelines.
Rolling out this week, the refreshed brand comes with a new format and campaign theme: More Hype, More Heart & More Entertainment. Crave worked closely with Auckland Rugby to shape a sharper brand strategy, name and design, rolled out across outdoor, radio, social, digital and in clubs.
“With so much rugby being played between the various competitions across Auckland and New Zealand now; we needed to get under the surface of what makes attending a local Club Rugby game such a unique and positive experience.” says Crave’s Managing Director, Daniel Hopkirk.
“The research was clear that people love the raw, real side of community game, and high-performance rugby was costly to attend and missed some core entertainment properties that make club rugby great to go to.
We wanted to give rugby a bit of personality and elevate the entertainment proposition further to ensure we gave people a reason to buy into the new community rugby brand.”
“With so much rugby being played between the various competitions across Auckland and New Zealand now; we needed to get under the surface of what makes attending a local Club Rugby game such a unique and positive experience.” – Daniel Hopkirk
The new direction shifts the focus to creating events around the games — drawing in more people for more than just the rugby.
“We have revamped and reconfigured the senior rugby club competition across Auckland to ensure that all of the 22 clubs have more to play for more of the time.
We now have a three-tiered grading system with a promotion-relegation match played at the end of each season.
This should enable us to see better rivalries, more competitive teams in each division and more opportunities to create an engaging entertainment proposition at the clubs,” Says Dan Dale, Auckland Rugby Head of Marketing.
“Crave has done a fantastic job of creating a strategy and brand that can bring this to life in an entertaining way, that will stand out from the crowd and compete in a busy sports marketing space.”
“Join the Club, speaks to not just those rugby traditionalists but to those that may have a friend that plays rugby, or they may just want to meet new people.
Ultimately we are using the rugby club as a pillar in the community where people can have fun and let their hair down.”
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