Client: RFU
Event: Women’s Six Nations 2023 – England vs France
Activation: Fan Zone
Location: Twickenham Stadium, London
The Brief:
Popularity for women’s rugby has been gaining momentum over the past few years, with increased media coverage and attendance at events. The RFU wanted to capitalise on this to continue the growth of women’s & girls rugby and promote pathways for fans to get involved with the sport through local communities.
The Process:
With women’s rugby still a developing sport, the demographic of fans who attend games is diverse with little/no knowledge of the sport. It was a key that we focused on delivering a fun and unique fan experience for friends & families to spark that interest in rugby and encourage future attendance and participation. The RFU also wanted to include data capture, to kickstart relationships with fans interacting and attending games to create lifelong fans.
The Result:
Red Roses Fan Zone: An exhilarating fan zone for fans of all ages and abilities! We made sure to cover all key rugby skills through the activations on offer, and to provide fans with memories of their day out through photo & video mementos!
Welcome Area: Fans would be greeted under our eye-catching arch structure by an RFU team member, which was where we had our data capture system up and running for fans to register and join the women’s rugby community!
Passing Challenge: Fans had 60 seconds to knock as many rugby balls as they could off the plinths.
Swan Dive: Fans had to dive into the foam pit replicating the classic try scoring pose! A great opportunity to capture the ultimate action shot. Fans received their unique slow-mo videos via email which they could share across social media platforms.
Tackle Challenge: A great way to educate fans on the technical side of rugby, fans were guided on the safest way to tackle in rugby through activation.
Kicking Challenge: A true test of accuracy! Fans had to kick the ball into various targets.
Photo Opportunity: An exclusive opportunity for fans to get a photo with the Women’s Six Nations trophy! Fans could also choose from various England Rugby backgrounds to include in their snap. Photos were emailed to fans where they could share their experiences across all social media channels.
It was certainly an unforgettable event for team PVE entertaining the biggest crowd in history for women’s rugby! We welcomed over 10,000 fans through the Fan Zone under the spring sunshine, with over 300 videos & photos taken. It was immensely satisfying for our production teams to see the excitement and enjoyment our fan zone brought to the event, as England were crowned the Six Nations champions!