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Driving Britain and Ireland forward


The British and Irish Lions Rugby Tour is one the world’s largest sporting events. And when the tour partnered with Microsoft, it was up to us to raise awareness around the sponsorship to target audiences and get internal teams excited.

Creative solution

To unify two powerful but dissimilar brands, we knew that our campaign needed to be inspirational, bold and unforgettable. We started with the strong proposition and compelling story of ‘Driving Britain and Ireland Forward’ to get people onboard and excited about the partnership. Bringing the campaign to life through vibrant visuals, highly targeted email/direct mail touches, engaging infographics, behind-the-scene-videos, internal competitions and an experiential VIP event, we made sure there was something for everyone to enjoy.


Awareness and engagement levels across each target audience grew significantly. Our compelling creative and poignant story achieved an email open rate of 40 percent higher than the industry average.

“The team found exciting and relevant ways to bring the core proposition to life and achieve resonance for small to medium sized businesses, Enterprise and internal audiences. Powerful visuals coupled with seamless channel and asset integration underpinned a high-impact campaign, resulting in more than 3,000 targeted engagements.”

Duncan Garside, Head of Experience, Microsoft

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