It’s no surprise that a global sporting event hosted in the UK would help business. In a statistic that should surprise all of no one, sales of Kellogg’s-owned crisp tubes Pringles rose 150% at Waitrose during the Rugby World Cup. But statistics like this can be misleadingly positive.
Waitrose were unable to increase overall sales in their store despite the increased sales of misshapen potato and wheat snacks: their sales are down 0.3% since last year. Recently we did some work with Rugby Football Union (RFU); they’re the governing body for Rugby Union in England. As you’d expect the World Cup has renewed rugby enthusiasm and support (both public and corporate), but Dusted have always been a bigger picture sort of company so we’re interested in long term objectives too.
We were very interested in the RFU project; our client wanted a way to help clubs understand the importance of running a good facility. After all, a well run bar will encourage sales, which increases the quality of facilities, which in turn helps develop the skills of the players, and that means a better national team. We’re basically coaching the future England team, over here.
The plan was to use a range of videos for RFU due to video being an easily accessible and digestible type of content. We also didn’t want to inconvenience the hard working volunteers of the club too much. The videos can be shared effortlessly, allowing all the clubs instant access, so the idea seemed like the most efficient, convenient option.
‘Convenient’ turned out to be a somewhat hyperbolic term for the project, when early hurdles proved the largest. Coordinating everything for a shoot isn’t easy, but luckily we’ve done this before and know to plan ahead. It’s important to remember that when you’re using real people (as opposed to actors, not robots) to take into account time to understand their limits and abilities when it comes to addressing the camera.
Our talent did very well in the end as you can see from this clip below. Ultimately we’re glad we stuck to our guns and went with real workers rather that actors – and we fully encourage you do to the same when making a similar video. The dialogue came across relatable and honest and generally more pleasant to listen to. This is why it was important to use people from the grassroots rugby community. Press play to take a look at a teaser of the videos.
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So while taking advantage of an event is important, it’s hardly simple. Waitrose were unable to utilise the World Cup to their advantage properly even with increased sales in beer, snacks and frozen pizza. You need to cover all your bases, rather than just the obvious. RFU could have just relied on the increased membership and sponsorship, but they knew their best chance of advancing RFU and rugby as a whole was to develop their clubhouses; where much of their income is generated.
As we said, Dusted are a bigger picture sort of company. We don’t want RFU to just get a boost during the World Cup, we want part of the credit when the next generation of England players win the World Cup. We think that’s fair.