The campaign, which consisted of three executions, titled ‘Coming through the gate’, ‘Obstruction’, and ‘Holding on’ sought to apply the laws of rugby to scenarios from everyday life.

In each of the ads, an overly serious and whistle-yielding referee bursts onto the scene and announces a penalty for various errors. A husband trying to sneak into his house behind his furious wife’s back, a wife obstructing her husband’s view of an undressing female neighbour, and an electric drill-snatching friend are all reprimanded by the referee – complete with audio commentary to mimic an actual rugby game.

Implementation:

We spread the videos across social media (FB/Twitter and YouTube). They were released a week apart from one another in order to keep the clips fresh and shareable and also create some anticipation from our online audience.

Timeline:

October 2015 during the Tournament

Placement:

Facebook

Twitter

Youtube

Scale:

South Africa with global release across social media

TOTAL CAMPAIGN:

Engagement Rate : 19.46

Number of views: 610 447

Impressions: 784 237

Reach: 2 376 727

Most successful AV in Land Rover online history Globaly