Land Rover Featuring Grassroots In 'We Deal In Real' Rugby World Cup Campaign

Land Rover is using its involvement in grassroots-to-stadium rugby to "form the heart" of its Rugby World Cup 2015 campaign, #WeDealInReal, according to Ben Bold of MARKETING MAGAZINE. The brand campaign comprises a "number of elements, including high-profile advertising, social media activity, experiential, global media partnerships and ambassador engagement." The automotive brand has created a 60-second spot on YouTube, showcasing 11 local rugby clubs from across the world that it is involved with at a grassroots level, "with the film building up to its involvement with the World Cup, of which it is a Worldwide Partner." Jaguar Land Rover UK Marketing Dir Laura Schwab said, "We have deliberately chosen to shine the spotlight on some of the smallest, most remote, most deserving rugby clubs around the world" (MARKETING MAGAZINE, 8/17). FAST COMPANY's Louise Jack reported the overall campaign is using the tagline "We Deal In Real" and this film, produced by agency Lean Mean Fighting Machine, "is just one of many elements that will break over the next few weeks." Several agencies have collaborated in the development of the brand campaign including Fast Track, Lean Mean Fighting Machine, Lida, Mindshare and The Brooklyn Brothers (FAST COMPANY, 8/18).

COIN SEARCH: EVENT's Brea Carter reported Heineken is "inviting rugby fans to track down a coin" minted in '91 -- when Will Carling led England to a Rugby World Cup final. Those who located the "prized coin" and tweeted a photo of it to @HeienekenUK with the hashtag #ItsYourCall by 11:59pm on Tuesday had a chance to win a Rugby World Cup prize package (EVENT, 8/18).