La Société Générale donne le coup d’envoi de sa Coupe du Monde de Rugby

société générale coupe du monde de rugby xv de france

Hier lors du traditionnel « after-work », la Société Générale présentait au Eden Park Pub, dans le 6ème arrondissement à Paris, les grandes lignes de sa campagne de communication autour de la Coupe du Monde de Rugby, qui se déroulera du 18 septembre au 31 octobre en Angleterre et au Pays de Galles.

Partenaire majeur de la compétition (seule partenaire banque, finance et assurances de la Coupe du Monde de Rugby 2015) et partenaire historique du XV de France depuis 1984, la Société Générale lance des actions d’envergure à partir du 19 mai 2015 en France et au Royaume-Uni. « Nos liens avec le monde du rugby sont fondés sur la confiance et la durée (…) et font de Société Générale le partenaire naturel de la Coupe du Monde de Rugby 2015 », a déclaré Caroline Guillaumin, Directrice de la Communication du groupe Société Générale. En effet, la Société Générale est engagée dans le rugby en France depuis 1984 avant de s’engager en 1987 avec la Fédération Française de Rugby, et de signer avec la Coupe du Monde de Rugby en 1991.

Premier moment fort pour la Société Générale : le 19 mai 2015. En effet, c’est depuis le Siège du Groupe à Paris-La Défense que Philippe Saint-André, sélectionneur du XV de France, dévoile le 19 mai les noms des 36 joueurs retenus pour préparer la prochaine Coupe du Monde.

Au même moment, la tournée « Formons une équipe avec le XV de France » démarrera symboliquement à travers la France. Durant cette tournée, la Société Générale proposera une animation s’appuyant sur une technologie de réalité virtuelle qui permet aux participants de vivre une expérience inédite de supporter. Grâce à un casque utilisant la technologie Oculus Rift, chacun pourra vivre en immersion une séance d’entraînement, partager un déjeuner avec le XV, et vivre l’ambiance particulière de l’entrée du XV de France sur le terrain, sous les projecteurs. De plus, une « cabine des supporters » proposera de filmer en vidéo des messages de soutien et permettra ainsi de constituer une tribune virtuelle, composée de la mosaïque des supporters rencontrés à chaque étape ainsi que des fans recrutés via le site Quinze d’entre eux seront sélectionnés pour encourager les Bleus pour son premier match de la Coupe du monde contre l’Italie au stade Millennium de Twickenham.

En parallèle de la tournée « Formons une équipe avec le XV de France », les réseaux Société Générale en France vont se mobiliser avant et pendant la compétition pour associer leurs clients à l’événement, notamment à travers de multiples animations commerciales : co-création d’un chéquier d’offres XV de France,  jeu permettant aux porteurs de cartes bancaires XV de France (un produit exclusif Société Générale) de gagner des cadeaux, dont un séjour pour assister au premier match des Bleus, expositions photos sur le rugby, événements organisés autour de la retransmission de matchs, conférences avec des personnalités du monde du rugby, etc.


En parlant de personnalité du monde du rugby, la SoGé a décidé de s’associer avec Jonny Wilkinson pour faire de l’ancien joueur du RCT, l’ambassadeur Société Générale pour la Coupe du Monde de Rugby 2015. Sa très forte notoriété, en particulier au Royaume-Uni, contribuera à renforcer la visibilité du partenariat du Groupe.

En plus de Jonny Wilkinson, la Société Générale a décidé de mettre le paquet en terme de communication. En effet, dès septembre 2014, Société Générale a lancé une campagne de communication qui valorise à la fois son engagement dans le rugby et la Coupe du Monde et auprès de ses clients. A l’approche de la compétition, la campagne monte en puissance en s’étendant au métro londonien. A partir du 19 mai et durant six mois, sur la Waterloo & City line desservant la City, Société Générale sera présente en affichage à l’intérieur des cinq rames circulant sur la ligne ; une rame sur cinq sera habillée à l’extérieur aux couleurs de la banque et du rugby.


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Ce rôle de premier plan donne à Société Générale, dont les valeurs d’esprit d’équipe et d’engagement résonnent avec celles du rugby, une exposition mondiale sans précédent. A l’international, la marque Société Générale va bénéficier d’une visibilité exceptionnelle à travers un événement sportif qui va rassembler 2,3 millions de spectateurs en Angleterre et 4 milliards de téléspectateurs dans 200 pays.


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2 Rétroliens / Pings

  1. La Société Générale donne le coup d’envoi de sa Coupe du Monde de Rugby | Netmag
  2. Jonny Wilkinson : héros du film « Team Spirit » de la Société Générale

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