Delivering across the board in France
The Rugby World Cup Final in Paris was the culmination of a monumental team effort for our UK Brands team, who have now successfully delivered for Capgemini at both the Women’s and Men’s Rugby World Cups, on opposite sides of the world, in the space of just 12 months.
This has seen the delivery of an integrated campaign across multiple touchpoints, which engaged all aspects of our UK Brands division to meet Capgemini’s key objectives as Worldwide Partner of World Rugby. Find out more on each of those below.
Guests & Ticketing
Across the 8-week tournament, an extensive guest programme was delivered for Capgemini and their clients, across 48 games at all 9 host stadiums.
We were responsible for delivering the shared and private hospitality experiences for all VIP guests which included pre-match events, stadium transfers, gifting, and post-match parties that went long into the night.
To manage the large number of tickets, a dedicated team worked with Capgemini to develop a guest management system and tournament event app. This provided a streamlined experience for all guests, from VIPs to Category 4 ticket holders.
The team managed a full roster of Capgemini ambassadors across the tournament which included Jonny Wilkinson, Sean Fitzpatrick, Chris Robshaw, Rachael Burford, Thomas Castaignede, Marjorie Mayans, and Andrew Mehrtens.
This was predominantly focussed on hospitality drop-ins and included pre-tournament contracting, full briefing sessions, and management of travel and accommodation across France.
Content & Digital
Away from the stadium, the team were also busy delivering a host of social & digital assets. This included a content shoot during the Women in Rugby summit which was hosted by Capgemini, highlighting the importance of inclusive pathways in rugby for women in leadership.
The team also delivered Capgemini’s brand led campaign with Jonny Wilkinson, which can be seen below. This was amplified through paid & organic strategies across Capgemini (both global and induvial markets), Rugby World Cup and ambassador channels, with the hero piece of content achieving over 14m views.
The team were also tasked with supporting Capgemini to engage their global employee network via the inaugural Capgemini Internal Rugby Cup, an international tag rugby tournament involving 10 employee teams from across 17 countries.
All of this took place at Capgemini’s University campus in Chantilly and once again the CSM team were instrumental in the delivering the event, including a fine dining river cruise experience in Paris, running the tournament itself, ticket management and bus transfers to the Ireland vs Scotland match at the Stade de France, and a post-match party to celebrate what had been a brilliant couple of days.