There are many prestigious awards agencies would love to raise aloft, and an Effie is certainly up there as one of the best. We are hugely excited to be shortlisted for our Rugby League World Cup campaign, alongside our media partner Bonded Agency, for the 2023 Effie Worldwide Awards, our industry’s benchmark for effectiveness in advertising.
The Rugby League World Cup aimed to be the biggest, best and most inclusive World Cup ever, with Men’s, Women’s and Wheelchair events all playing simultaneously for the first time, backed by a major social impact program. But with the global pandemic postponing the event for a year, a hugely successful summer of sport already played and Rugby League traditionally a lesser-known sport, we needed to give the nation a big reason to turn up.
So how do you get everyone excited for a Rugby League World Cup like no other?
By showing its real impact, on and off the pitch.
From host city toolkits, to volunteer programmes, to mascot competitions, our campaign went far beyond an advertising brief.
We became an extension of the RLWC2021 team, tasked with communicating and activating the purpose behind the tournament, to help secure the future of the sport. Which is why we’re thrilled to say ‘This is real impact’ had a record breaking impact.
It was the highest ever attended Rugby League Tournament: with nearly half a million in attendance.
It was the highest grossing Rugby League World Cup yet. The tournament was a big commercial success and more than doubled its initial government investment of £9.4 million. Despite postponement and a pandemic, we delivered more than 2x the income of the last World Cup held in England in 2013.
We achieved our ticketing targets and broke multiple attendance records.
Despite England getting knocked out, the Finals at Old Trafford were the highest grossing Rugby League of all time in the UK, with an attendance of 67,502. We also broke the record for an opening weekend; with over 43,000 in attendance at St James’ Park, and 13,366 attended Australia Vs Fiji at Headingley Stadium.
Our ultimate goal was that seeing Women’s and Wheelchair teams play on an international stage would encourage new players to take up Rugby League.
We set World Record Rugby League Attendances:
Women’s: 8,621
Wheelchair: 4,526
We increased numbers of people playing Rugby League following the RLWC2021:
Womens: 45%
Wheelchair: 48%
‘This is Real Impact’ shone a light on Women’s & Wheelchair Rugby League and most of all changed lives and inspired people to take up a new sport. It made an effective impact across social media: Our social ad spend had a ROI of 304% and brought the sport forward; 69% of people said the tournament’s portrayal of inclusivity improved their perception of Rugby League.
‘This is Real Impact’ persuaded sponsors, donors, schools and community clubs to get on board. The campaign was used to raise grants & funding requests, which more than doubled our initial £9.4m government investment, helping raise £26.4m. It persuaded tournament volunteers to get on board: 8,784.5 hours from 779 volunteers. Plus, it shaped the tournament’s tone & culture; resulting in an impactful experience and many happy spectators.
Overall, we hit our core objectives and then some; delivering a lasting legacy and long term impact which will forever be part of the history books and future for Rugby League.
No matter what the result at the Effie Awards, it was a huge honour to have played our part together with the RLWC as we delivered the biggest, best and most inclusive Rugby League World Cup ever.
Wish us luck 🤞🤞🤞
Read the full story of our ‘This Is Real Impact’ campaign, check out our case here : https://cravens.co.uk/project/rugby-league-world-cup-2021/
