As the Rugby World Cup nears, "many brands are starting to activate their sponsorship campaigns," according to Charlotte Mceleny of MARKETING MAGAZINE. For Land Rover, as both a brand with "a British heritage and a two decade-long grassroots supporting role in rugby," it is going to be about "shouting its authenticity" with its #WeDealInReal campaign. Jaguar Land Rover U.K. Marketing Dir Laura Schwab spoke "about the strategy" behind the brand's Rugby World Cup activity. An excerpt of the Q&A is below:
Q: As a long time rugby supporter, how has the strategy changed for the World Cup campaign this time?
Laura Schwab: Our rugby strategy hasn't changed for Rugby World Cup 2015 -- it's just a development of the approach we have taken for years. Land Rover is a long term supporter of rugby at all levels in the U.K. and around the world, and for this particular sponsorship Land Rover has chosen to focus on celebrating the grassroots level of the game.
Q: Does the Rugby World Cup being in the U.K. mean it's tougher to gain cut through?
Schwab: This is the biggest Rugby World Cup ever staged and as a brand born in the U.K., the location of the tournament gives us an even greater opportunity. ... Being in the U.K. means that more of the people watching will know our brand and engage with it.
Q: Why rugby? In the creative for your campaign you mention "We deal in blood, sweat and dirt" -- does the aggressive element of the sport make it risky for brands?
Schwab: Rugby is an evolving sport which is built around strength of character; the mental fortitude, will and determination to push yourself physically and mentally to achieve great things. A strong set of shared values which binds the rugby community from the grassroots to the elite. The Land Rover brand is determined and tenacious, built upon a core equity of strength. ... In the creative we are celebrating the physicality of the sport not the risk of blood.
Q: How will this campaign play out as you get closer to the main event?
Schwab: Over the coming weeks, as we build towards 18th September, Land Rover will continue to be at the heart of a lot of different RWC activities such as the Domestic Trophy Tour which sees a bespoke Land Rover Defender carrying the Webb Ellis Cup on a 100 day tour of the U.K. & Ireland. We will also engage further with grassroots clubs through our #WeDealInReal social and digital campaign, recruiting the final few mascots and the start of our global retailer engagement (MARKETING MAGAZINE, 8/26).
