FedEx – Rugby Dream Day

Client: FedEx France / FedEx UK
Brand/Topic: FedEx ERC rugby sponsorship
Date: June 2010 – April 2011
Region: Belgium and France

Our mission
Generate incremental revenues and increase FedEx visibility through the second edition of the ERC rugby sponsorship with a “Money Can’t Buy” incentive: Deliver the Heineken Cup to the winner’s podium after the final. Build and promote a multi-round, online rugby Quiz designed to keep rugby fans stimulated.

Target audience
Decision Makers & End Users of Express Services and Rugby Union Fans in France and the United Kingdom.

Our concept
We focused all efforts on the once-in-a lifetime prize as a primary draw via different channels:
• A Multi-purpose highly emotive combination of message, footage and music video for viral seeding, rich media display and site content.
• A multi-faceted CRM strategy to engage FedEx customers to participate.
• A Facebook application and a Facebook page to connect with key influencers in the rugby blogging community. By playing on Facebook one could increase its chances of making it to the final round in the contest on the official “Rugby Dream Day” contest website. We implicated famous rugby player on Facebook, but also in the contest itself, giving participants the feeling they could take it up against professionals.

Media used

  • Campaign website with contest
  • Facebook Application
  • Facebook Page
  • Online advertising: banners, Facebook ads, paid video seeding, contextual seeding
  • E-mailing
  • Print ad
  • FedEx courier cards
Services Provided

  • Strategic and creative consulting
  • Art direction
  • Copywriting
  • Graphic design
  • Web design and programming
  • Facebook application development
  • Audio visual production
  • Community management on Facebook
  • Monitoring of online statistics
  • Account and project management