We were thrilled to get the call from Pro14 Rugby challenging us to plan and manage their paid media for the upcoming Guinness Pro14 Final.
They tasked us with driving awareness and selling tickets for this climactic final, to be held at Glasgow’s Celtic Park, the first ever rugby match to be held at the venue.
Being big rugby fans, we couldn’t wait to put this ‘over the line’ for them!
By selecting a wide range of media, we were able to raise awareness of the final while driving users through distinct phases of the marketing funnel. Both measurable and flexible, digital media was a key channel on our schedule, and accounted for 50% of the overall budget.
The awareness stage represented a range of above the line activity; radio, out of home and press. The digital side of things included programmatic display, Spotify, Facebook and Instagram and a partnership with The Herald Scotland.
Once awareness and excitement had built, we moved users into the consideration and purchase phase. This involved retargeting using social and programmatic display, both featuring messages tailored to the user based on information such as team affiliations and performance.
We made the decision to continue communicating with users post-purchase in an effort to increase followers of the Pro14 social channels and to encourage users to share that they were there for the final – driving additional awareness to their friends and family.
Since we were aiming for maximum conversions (pun very much intended), we were thrilled to discover that we’d helped to achieve a record crowd of 47,128 rugby fans!
“We were looking for an agency with expert local knowledge to deliver a comprehensive media plan to drive ticket sales for our 2019 Final in Glasgow and The Lane absolutely delivered. They answered our initial brief extremely well and activated throughout the season to help us deliver a record crowd at the Final of 47,128. I would absolutely recommend the guys.”
– Chris Mounsey, Marketing Manager, Pro14 Rugby.
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