The New Zealand Haka is as much as part of a tournament as the game itself. It's a frequent talking point for fans and something even non-rugby fans know.

We ambushed the tournament with our own version of the All-Black's famous Haka. The Hakarena – a Haka-inspired dance set to a universally recognisable song, The Macarena.

Our unique video featured England rugby legend Matt Dawson to add credibility and front the Hakarena, with the film devised, scripted and shot in a way certain to provoke a reaction.

The contrast between Matt’s serious, authoritative introduction shifting into the Macarena style dance, described as a way to help England win by ‘putting the All Blacks off their game’, provided great entertainment.

The dance was performed alongside the Battersea Ironsides rugby team; who consist of players of every shape and size, added fun and played into the brand’s 'clothing for all' message.

The video was posted on Facebook and Twitter two days before the tournament began, with the Facebook post targeted at rugby fans. Scheduled Twitter posts helped increase YouTube views and the day after the video was posted, it was sent out to media along with a press release.

We also encouraged England fans to 'Do the Hakarena' to support their team. Aiming to encourage fans to get behind the team at games and online, and put their biggest rivals, the All-Blacks off their game.

Over the following week the campaign was further amplified to our Jacamo customer base through email marketing, website and blog features and videos being played in Jacamo stores throughout the country.

With some contentious reactions likely, a reactive statement was prepared in advance, to be used for media requests and Jacamo-owned channels.

- Combined video views of over 2.3m in just five days.

- Shown on the BBC, ITV, Fox and CNN.

- It was mentioned 11 times at a TV press conference, with the England team and All Blacks.

- Over 2,000 pieces of print, online and social media coverage.

- Press coverage reaching 39,210,392 people.

- Featuring in all major UK titles, including The Times, Metro, The Daily Telegraph, Daily Mail and Daily Star.

- Media in New Zealand, Hong Kong, France, South Africa and Ireland, all made it a major talking point.

- Trending No.1 in the UK, New Zealand and Australia.

- And it was even debated in the New Zealand Parliament.

- 48% increase in visitors to the Jacamo website, including 33% increase from mobiles and 12% uplift from tablets.

- As a result, direct and email traffic rose by 500% compared to the previous week.

The 2015 World Cup was Rugby's first one billion pound event.

Official Sponsors were spending over £10 million promoting their brands to a global audience with highly polished campaigns.

Jacamo weren't sponsors, and had a lot less to spend. But that didn't stop us ambushing the tournament with a piece of activity that far outreached the spend.

It created news around the world, was discussed by governments and became one of the stories of the 2015 Rugby World Cup. And most importantly it was a huge success for the brand.

The heart of the campaign was a creative piece of content, designed to have the potential to both engage our target audience of younger, more fashion and sports-savvy audience, and to drive media interest.

The content needed to strike hard and fast - showcasing Jacamo’s irreverent, British approach and striking a chord with our predominantly male audience.

To take our share of the rugby news agenda it had to be World Cup relevant too, generating excitement and fun in the build-up to the tournament. Timing was also important - we needed to act fast to make sure our voice was heard before the big-name sponsors rolled out their ideas - as was the humorous approach Jacamo is known for.

We embarked on a carefully targeted social media campaign and seeding programme to make sure the video gained worldwide traction in a matter of hours.

Jacamo is a leading UK retailer, selling men’s clothing, shoes and accessories in store and online.

The brief was to develop a PR strategy that would give the brand a chance to stand out and take a share of the engaged audience, driving website traffic and sales. Working within tight budgets and deadlines we looked to deliver a genuine 'talking point' campaign amplified in a fun but meaningful way.

We were keen to see Jacamo featured in all mainstream media - in the news as well as the sports pages. Working hard to engage with a younger, more fashion and sports-savvy audience, as well as to retain existing customers - and to find ways of reaching out to a wider, global audience.

To do this we knew we would have to be brave and bold - to produce work that would divide opinion and spark debate, without overstepping the line.