eric delivers omnichannel multi-sport campaign
Rhino tasked eric with delivering an omnichannel campaign that showcased the brand’s multi-sport offering without losing their rugby authority – and they delivered A Different Game.
Rhino are one of only a handful of brands that are completely synonymous with rugby union. See the familiar white Rhino logo on a blue background and the instant thought goes to rugby – to scrum machines and tackle pads on training grounds and rugby pitches the world over. That connection is stronger than ever, not only are they consistently the No.1 rugby equipment supplier in the world, but now they are also a major force in rugby balls, with 78 of the world’s rugby-playing nations playing with a Rhino ball in either Rugby Europe or Asia Rugby competitions.
But the brand has now, for a number of years, been supplying teamwear and equipment to a wide variety of sports from basketball and netball to football, squash and even dog agility. “Rhino now work in more than sixty sports, and the brand needed to reflect that diversity without watering down the rugby product, which is still best in class and expanding all the time,” explains Alex Mead, eric’s content director.
“A Different Game was a campaign that showcased the best qualities of Rhino rugby – the elite performance, durability, professionalism, heritage – and how they could transition to your sport, be it futsal, fencing, hockey or handball.”
The campaign saw the beginning of a new ambassador programme that included Wasps netball star Bethany Dix, Hungarian international basketballer Dorka Boros, undefeated boxer Micky Mills, alongside established rugby stars such as England and Leicester prop Ellis Genge.
There was also print, digital and OOH advertising and a new 2020 brochure which featured three of the new ambassadors, plus new ranges in athleisure, cricket and, reinforcing Rhino’s commitment to rugby, a new training collection from former Wallaby George Smith.
“eric have delivered a multi-channel campaign that has changed perceptions to better reflect the Rhino brand proposition,” explains Dave Reynish, managing director, Rhino Global Sport. “The creative and content marketing has taken us to a new level and we’re looking forward to eric developing the next stage of A Different Game in 2020.”
In 2020 eric – who have been working with the brand since 2016 – are set to develop a new retail platform for Rhino, as well continuing with their award-winning Rhino Prop Star campaign that picked up Content Marketing Association Gold Award for best use of social media.
If you’d like to talk to eric about ambassador programmes, creative and content marketing strategies, contact Jane Ditcham.