Sky rallies Kiwis to “get up for it” and support this year’s RWC in new campaign via DDB Aotearoa
The Rugby World Cup 2023 will be kicking off on Sky from September and to celebrate Sky New Zealand has teamed up with DDB Group Aotearoa to encourage Kiwis to “Get Up For It” and cheer the teams on each morning.
Told through the lens of neighbourhood kids who hop on their bikes before the sun is up, they take it upon themselves to rouse their fellow neighbours.
Once they have successfully woken their neighbours, who wave to them in their dressing gowns, the kids gather at the end of the street and fist pump each other.
Thanks to Sky, Aotearoa New Zealand will have a front row seat for the Rugby World Cup 2023, all from the comfort of Kiwis’ own homes. All 48 matches of the tournament will screen live and on demand on Sky Sport and streaming on Sky Sport Now, along with highlights, interviews, analysis, and reaction from the Sky Sport experts. Sky Open, Sky’s free-to-air channel replacing Prime, will screen 12 games from the tournament as well as regular highlight shows, including the Opening Match (All Blacks v France) live and the Final live.
Daniel Kelly, Sky’s chief customer officer, says that Sky’s Rugby World Cup coverage allows Kiwis to feel like they’re right amongst the action – despite the tournament being in France: “The Rugby World Cup 2023 is the pinnacle event in every New Zealander’s calendar. We’re a rugby mad nation and we know this tournament is essential viewing for the sport’s passionate fandom as well as more casual viewer. Sky is committed to bringing New Zealanders the best in global and local sport and entertainment and it doesn’t get much better than a Rugby World Cup.
“This campaign, which speaks to a uniquely Kiwi sensibility, will strongly resonate with fans who want to get up for it and share the experience with their fellow Kiwis.”
Matty Burton, DDB group chief creative officer, adds that the campaign is an opportunity to get people in the mood for the Rugby World Cup 2023 through an all-welcome celebration of getting up early: “This is an event the nation needs to wake up for, so we asked the simple question: how can we let them know? We wanted the campaign to demonstrate that everyone, no matter how young or old, has an important role to play in this year’s Rugby World Cup.”
The “Get Up For It” campaign is delivered via broadcast, social and OOH.
Client: Sky New Zealand
Daniel Kelly – Chief Customer Officer
Sarah Pepworth – Head of Brand, Marketing & Planning
Mark Flowers – Head of Sky Creative
Mark Trowill – Sport Marketing Manager
Blair Gillman – Sport Marketing Lead
Tavis Hughes – Sky Creative
Agency: DDB Aotearoa
Production Company: Finch
Director: Lex Hodge
Music Partner: Franklin Rd
Sound Track: Mazbou Q | “Follow My Lead”
17 Comments
We all know siren boys are universally loved so there’s no way this campaign will annoy your target audience.
how those kids do that thing with the siren? Let’s do that.
SMH
At least use a proper siren jam. Taking a piece of culture and rinsing it for palatability for an audience that would mostly despise sirens is stinky.
This is what no idea shot nicely looks like. The marketing department has much to answer for here.
Sky TV and DDB have dropped a long way, this is so ‘standard’. You have the most exciting content on earth to promote, and this is your best attempt at getting us excited?
This idea needs some more All Black toner.
didn’t mind it
Lovely film 🙂
shot really well to be honest
‘Get Up For It’ is a good platform.
But the film is not rousing enough.
love your work aye
it all
Rather weak in my earnest opinion
https://www.youtube.com/watch?reload=9&v=bmY3UEB50q4
I hadn’t seen this, so damn good. I feel like getting up to watch England now.
Hard to believe you promote something that is at the root of a big problem in New Zealand. Sirens and Loud Speakers are being stolen in great numbers from schools, businesses and sports clubs. No prizes for guessing where most of them end up. Pretty irresponsible really.