Rapid Rugby hits APAC market

3 April 2019

Creative Agency: iris Sydney

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The new campaign, created by creative agency Iris, will be marketed in Australia and the Asia Pacific.

Global Rapid Rugby has a new campaign in Australia and across six markets in Asia Pacific created by creative agency Iris.

A 2019 Showcase Series will feature 14 games between six teams from March 22 until August 9 in Perth, Brisbane, Hong Kong, Singapore, Lautoka (Fiji), and Auckland (New Zealand).

Iris, which won the business in January this year, was given the remit to develop brand strategy and creative execution for the 2019 launch.

Borrowing from the competitive sport's fast-scoring, risk-rewarding game that is rapid by nature, Iris' creative was aimed at appealing to the new genre of audiences who want a sports-entertainment experience, while at the same time drawing new fans to Rapid Rugby.

Iris board director Miguel Garcia says the sport was a "game-changer" with the potential capture "emerging rugby markets and new generations of fans".

"We created multiple pieces of content in easily digestible formats that represent Rapid Rugby's fast-paced action," Garcia says.

Rapid Rugby marketing director Mark Doran says Iris was chosen for being "bold and innovative".

"Iris was chosen after a competitive pitch process for its experience, professionalism and capability to deliver a disruptive launch campaign across broadcast, digital and social channels under the most extreme time pressures," he says.

The campaign will run from March to June and will feature across social, broadcast and digital channels.

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