BIMA Awards

Sport and Leisure winner 2016

Beats by Dr. Dre The Game Starts Here

by R/GA London Hustle for Beats by Dr. Dre

Project information

To capitalize on one of the year’s biggest sporting events and extend the reach of Beats to new audiences, R/GA London created an integrated campaign around the Rugby World Cup.

“The Game Starts Here” tells the pregame stories of three of rugby’s biggest athletes. For these athletes, the path to victory begins months before the tournament. They use Beats to prepare themselves mentally and physically to perform on the world stage.

The campaign includes online films, print, OOH, on-the-ground activations, and content created in response to the tournament’s biggest moments.

The result was that the Beats Rugby World Cup campaign was the most viewed sports campaign R/GA has created for the brand, with over 76 million YouTube views. They captured the spirit of the game and the hearts of millions, finding a new rhythm for the Beats brand story through rugby (a sport it was not previously associated to) and beyond.

www.rga.com

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