All about the Idea

With England hosting the Rugby World cup, Coke wanted to explain the benefits of sponsoring RWC to their brand and the people working for the company. The team building had a strong rugby flavour, specially made to appeal to fans and non fans alike.

Using real Mauri dancers who taught a special Haka written for us, people got a once in a lifetime opportunity to join in one of rugby’s most recognisable moments.
The team engagement and explained and fitted in with all the above the line activity and included everyone getting a free rugby ball from the most successful ever on pack promotion. 

The experience started in the games arena with a prize winning gamified start. Everyone signed a shirt and this was framed to give the sites a reminder of the day, with a sign up point for the in-house fantasy rugby. When they had finished the warm up, they came into the rugby changing room, where amongst the shirts of all the nations, they learnt the core messages in a fun informal way. 
The big finale saw the group come together to see a performance of the famous Haka and then to learn and perform together a special one written for us. These were filmed, with the best team winning tickets for a box at the Rugby World Cup. The videos were a highly watched, rated and shared item on the internal chatter system.

Voluntary event and more than 1,000 employees attended, 70% of the available audience, smashing the 50% target.
90% of attendees gave feedback, of these 96% scored the event as very good or outstanding.
First time the home and field sales forces were invited and this was so successful that it is now done across Europe.

Video: Password: CokeRWC

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