HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
SHARE
THIS



As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign.

With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ destination on the HSBC Sevens World Series calendar.

With Rugby competing with other summer sporting calendar events, including The Ashes and The Australian Open, generating positive conversation and awareness around Sydney 7s was an important part of the creative brief.

Sydney-based creative agency Digilante saw an opportunity to broaden the appeal of the event to a wider, non-rugby audience by focusing on the unique fan experience Sydney 7s can offer.

Sydney7s is a fast-paced, fun, easy-to-watch tournament that sees families and people of all ages wear fancy dress to men’s and women’s rugby matches, culminating in a final game, with points also being recorded in the global 7s series.

Digilante co-founder and executive creative director Eric O’Brien said: “The time is right to refresh the event personality and re-position Sydney 7s as an international summer sports festival that can appeal to the next generation of fans and future participants.

“The new identity and supporting creative campaign have been created to reflect the fun festival feel and inclusiveness of a summer event, and to convey the energy and buzz that surrounds the games.

“Sydney 7s is a stadium-sized party, full of vibrancy, spontaneity and fun, both on and off the field.

“Previously Sydney 7s focused on core rugby audiences using more traditional messaging and mediums.

“However, sales statistics from previous years showed us that Millennials and first-time rugby event attendees accounted for over 50 per cent of the overall event sales, a wonderful opportunity to showcase 7s to new audiences.

“As such, we wanted to go beyond the usual on field, gameplay focus and put more emphasis on the young, fun, festival vibe. We set out to give Sydney 7s a bold, graphic look and gave it totally different personality to set it apart from the other, more traditional sporting events.

“With our new brand and communications, we set out to maximise the events social and digital engagement – a big opportunity for reach that wasn’t effectively utilised in previous years.”

Research for the Rugby Australia brand project uncovered vital insights around the growth potential for 7s Rugby in Australia.

Compared to the traditional XV form of rugby, the 7s format is much easier to understand, has more running play, passing and scoring and as such is more accessible to watch.

Also, with 7s now an Olympic sport available to men and women, the game is set to broaden rugby’s appeal to a new generation of school kids and Millennials, and in turn, promote future growth.

With this in mind, Digilante positioned Sydney 7s as a young, fun and more spontaneous sporting event, and focused on the concept of transformation for both Sydney as a destination and the colourful, party experience at the event.

The ‘Get Your Game On’ campaign shows fans and players alike transforming from the ordinary to express themselves through colour, bold moves and having fun, with more emphasis on the fan experience as opposed to just the gameplay.

Additionally, Digilante planned a communications strategy, designed to reach both existing and new audiences online with relevant messaging and content via sporting and lifestyle channels.

Alongside a tactical mix of digital display, SEM, online radio and social media, Digilante also formed a partnership with local content creators TippyTappy Sports, which produced a bespoke video series for social media entitled ‘How to Sevens’.

The three-episode series focuses on speed, skills and fans while taking a light-hearted look at rugby 7s and providing exclusive footage of the Australian 7s players in training.

Adam Freier, head of marketing and digital at Rugby Australia, said: “Digilante saw the opportunity to make the Sydney7s tournament relevant to a new local and global audience, and to change the focus from not only the games on the field, but also the fun off the field.

“The rebrand and creative strategy for Sydney 7s is part of a broader rebrand for all of Rugby Australia, led by Digilante.

“The rebrand represents an important new step towards a broader national initiative designed to reinvigorate rugby in Australia with the introduction of new initiatives for the growth of the game at every level, and to inspire more Australians to play and watch rugby.”

Please login with linkedin to comment

Digilante Get Your Game On HSBC World Rugby Sevens Series Rugby Australia Sydney 7s

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]