The Australian Rugby Union (Rugby AU, as it’s now called) has come up with a cunning plan to sell the new Aussie test jersey to New Zealanders.
“Kiwis love a good brown sausage,” according to a new ad for Sydney-based jersey manufacturer Asics Oceania. “So you just set up the barbie near the test ground and wait!”
Created by Sydney outfit The Social Beat, The Travelling Salesman follows the journey of Glenden Suffolk, an awkward but lovable salesman, as he travels through New Zealand selling Wallabies jerseys to Kiwis.
The Social Beat along with their partner, The LADBible Group, collaborated to create a branded content campaign aimed at social media. The Travelling Salesman hero content strands will be placed across ASICS’ channels with a tailored edit amplified across the LADbible global network to organically reach and engage audiences at scale.
Asics Oceania GM Sam Chew told the Aussie media: “In an environment where interest in the sport of Rugby Union has been challenged, we were interested in exploring new and innovative ways of launching the jersey.
“The 2018 Wallabies jersey is a mix of tradition and technology. Elements of the classic jersey, which many rugby fans love, has been married with state-of-the-art fabric and construction.”
“The Social Beat has a fresh approach to marketing brands particularly those associated with sport. Not only were they able to execute the creative but also deliver an engaged audience at scale via The LADBible.”
ASICS has been the official apparel and footwear supplier to Rugby AU since 2014 and in that time the Wallabies jersey has undergone a number of design changes.
The 2018 Wallabies jersey is a mixture of tradition and technology. Elements of the classic jersey of the past, which many rugby fans love, has been married with state of the art fabric and construction. The changes for 2018 include a more tailored look with a traditional collar along with textured mesh panels.
The Social Beat director Ted Helliar said: “Brands and rights holders can sometimes take sport too seriously in Australia. This campaign comes at a perfect time for both Asics and Rugby AU. This was a great opportunity to create humorous content spotlighting everyday heroes like Glenden.
“We were keen to develop a campaign that spoke to the traditional rugby audience but also resonated with Millennials. Our partnership with LADbible gives us access to the largest most engaged youth audience in Australia and the world. Millennials aren’t hard to reach they just want content they relate to.”
CREDITS
Agency: The Social Beat
Director: Will Robertson
DOP: Joshua Heath
Producer: Ted Helliar (Agency Director)
Client: Sam Chew / Peter Watkins (ASICS)
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