England Rugby stars past and present come together with top comedian Jack Whitehall to feature in Samsung’s first rugby led campaign
Samsung Electronics UK, Official Partner of the Rugby Football Union (RFU), today unveiled the Samsung School of Rugby, Samsung’s new multi-platform initiative which aims to enhance people’s enjoyment of the game with a humorous campaign kicking off on 4th September.
Created by BBH Sport, the sports marketing arm of global advertising agency BBH, the campaign leads with six 60” spots. Directed by Gabe Turner, all six pieces of content are themed around key attributes of rugby including ‘Power’ and ‘Speed’. The content focuses on Jack Whitehall being schooled in the sport by a who’s who of England rugby legends including Jason Leonard, Maggie Alphonsi, Lawrence Dallaglio, Martin Johnson and Jason Robinson who talk Jack through elements of the game and then put him through his paces as he tries out key techniques including taking part in a line out against Martin Johnson and getting taken down by Maggie in a tackling lesson.
Scripted in partnership with Jack, the 60” TVCs which will be airing from 5th September, put a fun spin on rugby in order to demystify the game and excite people ahead of an exciting few months for the sport. Additional content has also been shot in 360-degree virtual reality to provide a completely immersive rugby experience with fans able to experience a lesson up close with Jack.
Commenting on the campaign Jack Whitehall said; "Rugby is a fascinating and sometimes utterly baffling sport and the Samsung School of Rugby offers a light hearted look at the game to really get people excited about rugby. I had to sacrifice my health and well-being as I battled it out against the likes of Lawrence Dallaglio and Jason Robinson but think the end results are worth it. Though I doubt Martin Johnson will want to ever see me again."
The campaign will be rolled out through a multi-discipline programme which includes TV, Print, In-store, Digital and Social. The TVCs will debut on Sky Sports with three spots during the England vs Ireland QBE International match as well as simultaneously at Twickenham Stadium for fans attending the game. This will be followed by an eight week TV campaign.
Highlights of the campaign includes content featuring England Rugby stars and Samsung ambassadors George Ford, Jonathan Joseph and Joe Launchbury explaining some of rugby’s more intricate terminology in 6 second ‘tutorials with a twist’ as well as super slow motion films of key aspects of the players game will be shown across Samsung’s social platforms through September and October.
Samsung has also built an online hub to support the campaign which will feature information on rugby rules, unique insight into the world of rugby from Samsung’s rugby legends and rugby trivia. Going live on 8th September, the hub will be the destination for all School of Rugby content as well as providing the latest news on Samsung’s ambassadors George Ford, Jonathan Joseph and Joe Launchbury.
Commenting on his role in the campaign, Martin Johnson CBE and former England Captain said: "The Samsung School of Rugby is a campaign I am proud to be involved with as by combining humour and technology it opens up the game to a wider audience. The role technology plays in sport has evolved hugely with fans now having the chance to interact with the game in new ways, helping engage people in the sport more than ever before. I believe this campaign is a perfect example of this new way of interacting.”
Russell Taylor, Chief Marketing Officer, Samsung Electronics UK & Ireland, said: “The Samsung School of Rugby campaign is a key campaign for Samsung as it sees us taking our work with the RFU to the next level. At Samsung we believe technology can bring fans closer to their passions and we think this campaign does just that. A completely integrated piece it allows us to deliver exciting content that will get people talking and thinking about rugby in a different way.”
Keep in touch with the latest on the campaign through #SamsungRugby.