Client: Premiership Rugby | Campaign: Aviva Premiership Final | Date: Dec 2011 May 2012

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What our client wanted:

In addition to the promise of a great game of rugby in an iconic location, create a bigger story to unify and engage with clubs and fans alike, and encourage early ticket sales for the Aviva Premiership Final 2012.

What we did:

Enlisted TV star Tyger Drew-Honey to front a youth dance initiative, recruiting children from around the UK to take part in a mass movement routine on pitch before the game. Supported by hit squads, corporate “Trophy Lift” competition, TV & radio coverage, online, outdoor and local media partnerships.

What we achieved:

Unprecedented local and National radio and TV coverage due to the youth dance initiative and celebrity support, a fantastic routine by 600 dancers live on pitch, and a complete sell out to watch the Harlequins vs Leicester Tigers final.