The Crusaders are the world’s most successful non-international professional rugby team.
Years of successful campaigns
The seven-time champion Crusaders are the most successful franchise in the history of Super Rugby, and the organisation that has set the benchmark in rugby’s professional era. We’ve been working alongside their marketing department for a number of years, helping them drive results off the field that mirror their success on it.
The start of a new chapter
The 2017 season signalled the start of a new era, with former Crusader Scott Robertson taking over from Todd Blackadder as head coach. Given ‘Razor’s’ big personality and widespread popularity, this was a great opportunity to develop some new initiatives and dial up the excitement ahead of the new season.
This year it’s personal
Both Scott, and the rest of the team at Crusaders HQ, felt it was important to reconnect with the fans on a more intimate level. We used Scott to voice the radio ads, utilising his unique, down-to-earth style of delivery to draw fans in and make them truly feel part of the team.
The ‘We Will’ campaign is about much more than just a selection of players stating their personal goals for the season. It’s a pledge to the local rugby community; a commitment to the fans, delivered in the tone and voice of the players themselves.
Spreading the word
‘We Will’ initially appeared alongside a variety of players on a series of billboards around the city. It then evolved into TVCs promoting key home games, as well as a range of digital marketing initiatives.