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New campaign takes rugby online

New signing for Newcastle Falcons, Adam Balding, is making his season debut in a Newcastle department store instead of on the pitch.

Adam has been tackling clothing mannequins in Fenwick as part of an online campaign created by creative communications agency, Cravens, to launch the first game of the new season against Sale.

The campaign - which sees the Falcons take their match promotion onto the internet for the first time - marks a different approach for the rugby world and a new way of showcasing new signings.

The video is a local take on cult YouTube film ‘Terry Tate: Office Linebacker’, featuring former American football player Lester Speight. In the Newcastle version, which went live on www.newcastle-falcons.co.uk at the weekend, Adam Balding bursts into a tackle after seeing a mannequin holding a ‘sale’ sign - unable to control himself the Falcons star launches himself at the dummy.

Working in collaboration with Fenwick - also one of Cravens’ clients - the campaign is also supported by an online and print campaign.

Tim Allison, Account Manager, Cravens, said: “It’s always really exciting to see work coming to life on screen and the online element of the project takes the work to new audiences.”

Gill Stephenson, Newcastle Falcons Marketing Manager, said: “Producing a viral to promote a game is a first for an English rugby club. We are delighted with the creative and production work undertaken by Cravens, and already the promo has generated significant interest in what is a major event for the club.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .