Our Work – Project Highlights
Worthingtons
Driving Consideration for Worthington¹s during the 6 nations
Challenge
Worthingtons is the No.1 ale in Wales, yet Brains ale, it main competitor, has made a stronger connection with the Welsh target market through its sponsorship of the national rugby team. Worthingtons tone of voice had previously been serious and corporate whilst Brains had better connected with the consumer through its use of emotive rugby imagery and a more personal tone of voice.
The 6 nations game at the Millennium Stadium between Wales and represented an opportunity for Worthingtons to establish a link to rugby. However, not being official sponsors of the tournament the challenge was how.
Insight
If we could secure the most high profile media sites both in the ground and around the city of Cardiff the we could ensure Worthingtons dominated share of voice in the run up to the game.
By supporting this with a message that resonated with ale consumers and emphasised a support of Welsh rugby the brand could leverage the event in the absence of official sponsorship.
Solution & Results
Attention created a series of vertical, horizontal and triangular advertising banners which were placed around the city of Cardiff.
These were supported with hoardings strategically placed along the river walkway flanking the approach to the stadium and smaller perimeter hoardings placed within the grounds of the local Welsh rugby teams. The latter were a great way for the brand to show support of grass roots as well as national rugby.
The tone of voice for the copy was researched to ensure that it delivered against the communications objectives.
Following the tie research has shown increased unprompted awareness throughout the region and the advertising has begun to create a motivating proposition within rugby.