Sky rallies Kiwis to “get up for it” and support this year’s RWC in new campaign via DDB Aotearoa

The Rugby World Cup 2023 will be kicking off on Sky from September and to celebrate Sky New Zealand has teamed up with DDB Group Aotearoa to encourage Kiwis to “Get Up For It” and cheer the teams on each morning.

 

Told through the lens of neighbourhood kids who hop on their bikes before the sun is up, they take it upon themselves to rouse their fellow neighbours.

Once they have successfully woken their neighbours, who wave to them in their dressing gowns, the kids gather at the end of the street and fist pump each other.

Thanks to Sky, Aotearoa New Zealand will have a front row seat for the Rugby World Cup 2023, all from the comfort of Kiwis’ own homes. All 48 matches of the tournament will screen live and on demand on Sky Sport and streaming on Sky Sport Now, along with highlights, interviews, analysis, and reaction from the Sky Sport experts. Sky Open, Sky’s free-to-air channel replacing Prime, will screen 12 games from the tournament as well as regular highlight shows, including the Opening Match (All Blacks v France) live and the Final live.

Daniel Kelly, Sky’s chief customer officer, says that Sky’s Rugby World Cup coverage allows Kiwis to feel like they’re right amongst the action – despite the tournament being in France: “The Rugby World Cup 2023 is the pinnacle event in every New Zealander’s calendar. We’re a rugby mad nation and we know this tournament is essential viewing for the sport’s passionate fandom as well as more casual viewer. Sky is committed to bringing New Zealanders the best in global and local sport and entertainment and it doesn’t get much better than a Rugby World Cup.

“This campaign, which speaks to a uniquely Kiwi sensibility, will strongly resonate with fans who want to get up for it and share the experience with their fellow Kiwis.”

Matty Burton, DDB group chief creative officer, adds that the campaign is an opportunity to get people in the mood for the Rugby World Cup 2023 through an all-welcome celebration of getting up early: “This is an event the nation needs to wake up for, so we asked the simple question: how can we let them know? We wanted the campaign to demonstrate that everyone, no matter how young or old, has an important role to play in this year’s Rugby World Cup.”

The “Get Up For It” campaign is delivered via broadcast, social and OOH.

Client: Sky New Zealand
Daniel Kelly – Chief Customer Officer
Sarah Pepworth – Head of Brand, Marketing & Planning
Mark Flowers – Head of Sky Creative
Mark Trowill – Sport Marketing Manager
Blair Gillman – Sport Marketing Lead
Tavis Hughes – Sky Creative

Agency: DDB Aotearoa

Production Company: Finch
Director: Lex Hodge

Music Partner: Franklin Rd

Sound Track: Mazbou Q | “Follow My Lead”