CASE STUDY: Largest Scrum of Rugby World Cup 2015
Provided by Guinness World Records Ltd
England Rugby 2015 teamed up with Guinness World Records to create a 'Too Good To Miss' stand-out event to generate ticket sales
What was the Challenge / Background of the Campaign?
The Rugby World cup 2015 is a hugely anticipated event in the sporting calendar. In fact an economic impact study has revealed that it is set to deliver nearly £1 billion of additive value into the UK economy. So the event planners England Rugby 2015 wanted to make sure that buying tickets was high on rugby supporters agenda.
What was the Campaign Objective?
Tickets were due to go on sale for the Rugby World Cup 2015 Final and the organisers wanted to generate buzz and excitement around this. They also wanted a stand-out piece of activity to highlight their slogan of 'Too big To Miss".
What was the Solution?
To perfectly illustrate the campaign's slogan "Too Big To Miss" it was decided that an attempt would be made for the world's largest scrum Officiated by IRB referee Wayne Barne the huge scrum had to comprise of players in three rows on either side in proportion to a normal rugby scrum (3:2:3 proportions for the front, second row and back row) with the ball needing to be successfully fed in from the side and hooked through the back. The iconic Twickenham Stadium was chosen as the perfect backdrop to this record-breaking spectacular.
What were the Results?
A total of 1,008 participants huddled together to set the new record at Twickenham beating the previous record of 946 participants set by Blackrock College and the Irish Youth Foundation in Dublin, Ireland, last year. The attempt gathered widespread press coverage, with 179 articles published internationally around the news of the world record bid, while a video of the attempt gained 35,000 views on YouTube and over 300,000 views on Facebook in just six weeks. All 48 matches are expected to go to ballot in at least one of the four price categories.
What were the Key Learnings of this Campaign?
All parties knew that in order to complete this record participants would need to be pulled in from across the country. They included members of the armed forces, members of the RFU and IRB and volunteers for the Tournament. Also on hand were Rugby World Cup winners Piri Weepu (New Zealand), Lawrence Dallaglio and Will Greenwood (England Rugby 2015 ambassadors), and Wales head coach Warren Gatland.