Whybin\TBWA’s Melbourne Rebels campaign for RaboDirect marks start of Super Rugby season
RaboDirect is partnering the new Super 15 rugby franchise, the Melbourne Rebels, to effectively build a new team and a new supporter base from the ground up. A campaign to inspire.
That support launched over the weekend via Whybin\TBWA\Tequila, Sydney and will run throughout the Super Rugby competition calendar.
Greg McAweeney, General Manager Of RaboDirect said, “We aim to act differently to the way other sporting sponsors might act and therefore took the opportunity for two like-minded challenger brands to leave a lasting legacy in Victoria. Our 360 campaign approach to building awareness and creating engagement both with the team and with our brand, plus our commitment to the Rebels and Their commitment to community, should see us gain loyalty from the fan base, both for the Rebels and RaboDirect brands.”
15 Comments
Saw this on TV on the weekend – very strong – hairs on the back of the neck stuff – well done
Why didn’t you put your names to it Matty and Dave??
They didn’t put their name to it for obvious reasons. We’ve seen this style of ad a million times. It’s not that it’s bad, it’s just wallpaper.
Even with all of Harold Mitchell’s millions behind it, rugby union won’t get traction in Melbourne. I give it 2 years.
Good old Collingwood forever, we know how to play the game.
Quietly vomits.
Rugby’s already got traction 5:55. Has had it for years, especially in the private schools.
And if you didn’t recognise him, that’s sometime Wallaby captain Stirling Mortlock with the shiner on his cheek.
Steve Bisley VO. Priceless!
It just looks like Rabodirect haven’t spent any money on the team or the facilities.
Typical bankers.
And that the weather is shit in Melbourne.
Perfect?
This feels as old as Mortlock.
Who directed it??
Worth a mention surely….it looks great.
Yes yes, 12:22 AM, I recognised Mortlock. I’m actually well versed in most things that live in the public domain. You, on the other hand merely confirmed that rugby is an elite sport played in poofy private schools in Australia. My point, which it seems I have to underline for you, is that rugby will never have mass-market appeal in AFL-mad Melbourne. Storm were a chance to create mass interest in rugby league until they fucked it up. Soccer will always have a degree of support due to the deeply ingrained multi-culturalism brought about by many decades, if not centuries of immigration.
Anything else I can help you with?
@ 1.30
So you’re saying there are no kiwis, saffers or brits in Melbourne then?
Not enough to make up the numbers required, 2:27. Success in modern sport requires a mass audience, not a rag-tag collection of orphans and refugees.
@5.16
this whole country is a rag-tag collection of orphans and refugees.
In any case, we won’t have long to wait to see who turns up.