Our idea leveraged three insights
- Rugby fans are complete nerds – 22,000 Rugby Ref earpieces were sold at the last England International
- Refereeing rugby is very complex – to become an amateur ref you have to read a 400 page law book.
- Rugby prides itself on being nothing like football – particularly when it comes to respecting the ref.
We launched an interactive, media-first, video-based rugby referee game where Telegraph readers become the ref. They are guided by renowned referee, Nigel Owens. If they answer all six scenarios correctly they could win a prize. If not, they see the message “You should have gone to Specsavers”. The eye test leads alone delivered a two fold ROI.