High Anticipation for Rugby World Cup
Next month sees the Rugby World Cup take place in France, running between 8th September and 28th October. Twenty nations will compete in stadiums across nine cities. The are high hopes for Ireland being the #1 world ranked team.
The tournament offers brands the opportunity to leverage the positive relationship the Irish public have with their rugby team. Research PML Group commissioned in recent weeks, and carried out by Ipsos, reveals that a 69% of Dubliners intend on watching the games which breaks out as at 8 in 10 males and 6 in 10 females. This peaks with 25-34 year-olds (77%) and ABs (82%).
Of those watching, 45% intend to do so in a bar while 31% plan to visit a family or friend’s house which highlights the role OOH can play in reaching fans as they spend time out of home. 6% of respondents are looking forward to travelling to France for at least one of the fixtures.
Ireland have been drawn in Pool B for Rugby World Cup 2023 – alongside South Africa, Scotland, Tonga and Romania. Ireland will begin their campaign against Romania in Bordeaux on Saturday 9th September.
OOH Planning Tip: The tournament will be a boom for bars with many matches having evening kick offs. Positive messaging in airports will resonate with fans as they make the trip to France.
Last spring’s Six Nations game between Ireland and France was billed as ‘unmissable’. As the bout between the two highest-ranked teams in world rugby was set to take place in Dublin’s Aviva Stadium, lead sponsor Guinness were keen to light the capital up with the final score via the use of dynamic DOOH.
The Liveposter-enabled creative triggered as Ireland celebrated their undisputed closing quarter at the final whistle, displaying the 32-19 score across Digipanels, Adshel Live Roadside, and the Green Screen at Stephen’s Green Shopping Centre.
Sports events offer brands the opportunity to use OOH in a contextually relevant way, employing dynamic content to optimise messaging in the run up to the match, during the game, and post-final whistle. According to our OCS study 35% of those passionate about rugby union are VERY interested in Digital Screen messaging relevant to a live sporting event (Index: 172) while a further 40% are quite interested.
This is amplified by the Moments of Truth study which revealed showing relevant content at its most relevant moment on DOOH screens can lead to an average +32% improvement in brain response, recall and sales for campaigns. This is in addition to a +6% average increase in time spent viewing at either the most relevant moment or applying the most relevant dynamic content, a +17% average increase in spontaneous ad awareness for relevant ads, and a +6% average increase in creative rating across metrics relating to brand consideration, recommendation, trust, and preference.