Activating national support behind the French rugby team
As the official sole bank partner of the Rugby World Cup 2015 and major partner of the French Rugby Federation, Société Générale wanted to engage with rugby fans and unite them behind the XV de France.
Because fans embody the authentic heartbeat of Rugby, Société Générale organized a bus tour to share and celebrate with them the true values of rugby and “Team Spirit”. “Welcome aboard with the XV de France to the RWC 2015” travelled throughout France over 8 weeks from May to July, meeting rugby fans and offering them the opportunity to engage with and unite behind the XV de France.
Carat helped Société Générale support the Tour by activating expert media partnerships (RMC, Midi Olympique) alongside geo-localized campaigns to drive traffic to the different stages: local offline media (DOOH, Radio, Free Press) and innovative digital formats (“ad to calendar” and “drive to” mobile formats, “event ad” on Facebook).
This tour was just one part of a comprehensive campaign which ran in the lead up to and throughout the tournament, supporting Société Générale’s partnership with the RWC.