NSWRU Launches Innovative New Advert Campaign

Where’s Lote?

The NSW Waratahs are searching for a member of the public to take the place of backline star Lote Tuqiri in a bold new advertising campaign launched this week.

Utilising the infinite resources of the internet, the “Being Lote” campaign and its accompanying website www.beinglote.com represent a new direction in Rugby promotion.

Created by international advertising giant Saatchi & Saatchi, the campaign was designed to attract new fans to the Waratahs, particularly in the influential 18-39 demographic.

“This is an innovative campaign that we believe will reach those who are normally untouched by more traditional forms of Rugby advertising,” NSWRU Chief Executive Officer Fraser Neill said.

“Saatchi & Saatchi have done a fantastic job on the creative, it presents the Waratahs in a fun and light-hearted manner while not detracting from the business at hand – playing Rugby.”

The campaign centres around Waratah and Wallaby Lote Tuqiri, who goes missing in the middle of the Waratahs tilt at the Tooheys New Super 14 title.

The bulk of the Waratahs playing squad will make an appearance, along with head coach Ewen McKenzie, General Manager of Commercial & Operations Dave Gibson, and Neill himself.

A total of seven television commercials will be aired over the course of the five-week campaign, the first six of which can now be viewed at beinglote.com.

“Though irreverent and fun, the campaign is also much more sophisticated in terms of media and interactivity than what's been traditional for Rugby Union advertising to date,” David Nobay, Saatchi & Saatchi Executive Creative Director said.

“The very fact that after just 24 hours, www.beinglote.com has got people inside and outside the game talking, regardless of its modest media budget, is testament to the power of the idea."

And not only are people talking they’re downloading as well, with more than 2000 downloads recorded in the opening 24 hours of the campaign, totalling some 6GB of data.

Relying heavily on word of mouth, the campaign offers those who register to “be Lote” the chance to win a host of prizes.

The ultimate winner will win a trip for two to Christchurch to watch the Waratahs take on the Crusaders at Jade Stadium on Friday, April 7.

The campaign hits the airwaves on Sunday when it debuts on Fox Sports.