Helping the Dragons Rise Together
Steeped in heritage, history and success, the Dragons rugby club has always played an integral part within its local community. And, wanting an advertising campaign to reflect this notion – and create awareness of and drive season ticket sales – the Dragons approached our award-winning creative and media teams with a truly exciting brief.
Knowing how important local people have always been to the club, we focused our concept on the notion of unity, putting fans and the community at its forefront. Inspiring passion, pride and togetherness, it demonstrates how “supporters are part of the club” and how, without them, the Dragons’ future essentially meant nothing.
Using words such as ‘we’ and ‘our’ to create an inclusive tone of voice, the intention was to ignite togetherness within the club, uniting both existing and new supporters alike, as well as players, board members and backroom staff.
Which is why, taking their initial idea, we devised the following message:
Bring your family. Bring your friends. Bring your fire.
We rise. Together.
Having perfectly portrayed the club’s intended message, it was then a matter of providing an equally rousing visual identity. Wanting to provide a style that was both on-trend and a reflection of the team’s community spirit and fire, we opted for a double exposure effect. Raw, gritty and empowering, we seamlessly combined geographical landmarks, fans and players within the main visual, encapsulating the club’s vision for a brighter, stronger and cohesive future. Likewise, the chosen visual style not only showed the club’s community spirit, but also its strength and physical power, thanks to an almost fortress-like visual.
Showing the convenience and efficiency of our integrated agency approach, it was then left to our media team to plan and book an outdoor campaign comprising the following formats: bus, rail, billboard and newspaper.
The Dragons heartland is predominately Newport, Torfaen, Blaenau Gwent, Caerphilly and Monmouthshire. The brief sought to engage with current Dragons members to ensure they renewed season membership as well as reach a new and valuable audience, therefore increasing match day attendance. With that in mind, we planned a mix of high frequency, mass coverage formats such as bus rears that delivered a presence in urban and suburban areas across the target geography.
As well as providing a high frequency, they also provided a prolonged dwell time. These buses, mixed with large format billboards in key, high traffic areas in Newport, Pontypool & Blackwood, demanded attention and drove enquiries online and direct. Coupled with the online digital and social media elements, the outdoor formats rounded off a perfect integrated campaign designed to engage with the local audience.
Thanks to bold, attention-grabbing creative placed in all the right places, the result was a campaign whose effect could be felt long after the final whistle had blown.