Land Rover lance sa campagne #WeDealInReal

Land Rover, partenaire mondial de la Rugby World Cup 2015, vient de dévoiler sa campagne de marque pour le plus gros partenariat de son histoire, avec comme objectif d’augmenter la participation et la pratique du rugby à tous niveaux.

La campagne #WeDealInReal, qui fait suite à l’édition 2011 de la Coupe du Monde Rugby où Land Rover était déjà l’un des sponsors, comporte cette fois-ici plus d’éléments avec notamment des activations expérientielles, une activation autour de la mascotte, des partenariats média, un programme d’ambassadeurs, des contenus sur le digital et les réseaux sociaux et un spot publicitaire.

La campagne se concentrera 11 clubs amateurs mais ce sont plus d’une centaine de structures amateurs de rugby qui auront la chance d’être mises en avant sur les présences digitales et social media de Land Rover. Laura Schwab, directrice marketing de Jaguar Land Rover UK, explique ce choix : « Chez Land Rover, nous avons une longue histoire de soutien du rugby auprès des petites structures et nous partageons les valeurs qui sont au coeur de la pratique. (…) Notre campagne #WeDealInReal a pour objectif de remettre au centre de la mêlée les clubs et les personnalités qui représentent le rugby et l’esprit du rugby, et de raconter ces histoires auprès d’une audience internationale au cours de la Coupe du Monde de Rugby. »

Ces clubs, du Mull Rugby Club en Ecosse ou Davetalavu Rugby Club des îles Fidji, font leur apparition dans le spot publicitaire de 60 secondes de la marque qui sera diffusé massivement durant le tournoi.

« Dédier nos espaces média pour montrer une diversité de clubs amateurs est une approche quelque peu inhabituelle, mais nous pensions qu’il était important de montrer notre engagement dans le rugby » a ajouté Laura Schwab.

Land Rover a lancé sa campagne #WeDealInReal en mars dernier en utilisant des grands noms du rugby pour un match inédit dans le Hampshire, au Royaume-Uni. En effet des légendes d’hier et d’aujourd’hui comme Jonny Wilkinson, Will Greenwood, Sir Clive Woodward et Bryan Habana ont surpris le club amateur du Racal Decca RFC en venant changer le temps d’une journée leurs routines d’entraînement.

96 « mascottes » ont été recrutés pour le tournoi par Land Rover et ses programmes grassroots comme la Land Rover Premiership Cup au Royaume-Uni ou le programme CSR Hitz en Argentine. Land Rover s’est par ailleurs occupé du Trophy Tour de la Coupe Webb Ellis.

La campagne #WeDealInReal sera lancée au Royaume-Uni, aux yeux du grand public le 18 Septembre, jour de la cérémonie d’ouverture de la Coupe du Monde de Rugby, à Twickenham.

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