Brand Activation, Rugby World Cup 2023

Brand experience

Banking & Insurance Sport

We created a major event concept for Société Générale, “The Rugby Studio,” blending entertainment and hospitality. It is a creative and original way to highlight Société Générale’s longstanding commitment to rugby for over 35 years and seven Rugby World Cups.

In the shoes of a commentator

Société Générale was present in 7 official villages of the 2023 Rugby World Cup (Paris, Lyon, Marseille, Nantes, Nice, Toulouse, and Bordeaux), with fanzones designed to welcome a large and diverse crowd of supporters.

The booths, ranging from 30 to 90 m² depending on the city, featured a family-friendly activity blending sport and entertainment that allowed fans to share their excitement through a setup called “The Rugby Studio”: supporters could step into a dubbing studio and relive the match by putting themselves in the shoes of a sports commentator.

A great success

This initiative was designed as a social media and event campaign based on a User Generated Content mechanism, generating tens of thousands of pieces of content from participants and influencers, with a record-high sharing rate on social networks.

To achieve these goals, we developed a video dubbing mobile app available on Apple devices.