Rising to the Challenge of 2020
How the Rugby League World Cup 2021 sold tickets a year out from the tournament beginning by offering the hope for people to come together again
"This paper is the ultimate sporting underdog story.
Representing an underfunded sport, with an underfunded media and production budget of £387k (during times of Covid), it will tell the story of how the Rugby League World Cup 2021 (RLWC2021) overcame a lack of interest in the sport to achieve £5.05m in ticket sales - a year out from the tournament beginning - to a largely new audience by focussing on the power and hope of togetherness.
Ultimately, it will show how the desire to be together again outweighed cynicism to the sport to deliver a campaign ROMI of 1,191%."
Brand: Rugby League World Cup 2021
Client: Rugby League World Cup 2021
Agency: McCann Manchester
McDonald’s 2020: The Power Of Leading In a Crisis
This is the story of how McDonald’s turned around its brand and business fortunes, in the face of a global pandemic and 6 weeks of complete business closure.
This is also the story of how we did this by bravely looking beyond short-term survival, to instead focus on growing the long-term health of the brand.
But most of all, this is the story of how McDonald’s stole a march on the category and established a new all-time high market share, by genuinely listening to what its customers were going through and then answering with the behaviour of a true leader.
Client: McDonald's (United Kingdom)
Agency: Leo Burnett