Asahi’s Rugby World Cup Sweet Spot

The British Fan, Rugby in France, and a Japanese Beer Brand - Turning a Complex Brief into a Crowd-Pulling Experience.

The challenge:

As sponsors of the 2023 Rugby World Cup, Asahi wanted to position itself as the lager brand of choice. The challenge, however, was multi-layered: British rugby fans, a series of matches in France, and a Japanese beer.

Where was the link? What was the hook?

Our insight:

We believe in the power of emotional connection to shift behaviour.

Watching live sport with friends is the ultimate social experience. We tapped into the human physiology of neurons, which power empathy. When we watch a live match, our neurons and empathy are heightened. When we watch sport with friends, our neurons respond to the emotions of those around us. The bigger the group, the greater the emotional response.

The execution:

We dreamt up the ultimate fan experience, turning Tower Bridge into downtown Tokyo and building on Asahi’s brand campaign, Beyond Expected.

Acutely aware of our social responsibility around alcohol usage and sport, we managed over-18 verifications and created a bold and immersive experience where fans enjoyed the matches via a big screen with CO2 cannons, synchronised lighting, and pyrotechnics deployed during the big match moments.

Ex-Rugby players engaged with the crowds by giving out merchandise, live DJs entertained, and photo booths captured the moment, creating an unforgettable series of nights, courtesy of Asahi.

The results:

Fun, fame, and fortune! Thousands of rugby fans experienced the event over 4 nights, and huge crowds were drawn in for the home nation matches.