MUNSTER RUGBY

Leveraging adidas’ partnership with Munster Rugby to engage fans in sustainable game-day transport.

Strategy

Rights Management

Content & Creative

THE CHALLENGE

Munster Rugby aims to cut their overall carbon emissions in half by 2030. With 70% of the club’s emissions coming from fan travel, they teamed up with adidas to encourage fans to rethink their match-day journeys.

We were asked to design and implement a joint campaign to inspire their fanbase to choose sustainable transport options to-and-from the stadium, getting them excited about walking, cycling, or using public transport to support their team.

OUR SOLUTION

We conceptualized the Munster March, a campaign that took place over two home game weekends to bring fans together along the iconic Red Mile from Limerick city centre to Thomond Park stadium on match-day.

This initiative started with developing a comprehensive creative strategy and communications plan to promote and recruit participants for the Munster March. Through an extensive and targeted design, fans understood how, where, and when to participate, along with why they should support Munster in their goal to reduce their carbon footprint.

As part of the communications strategy, our team developed 2D and 3D assets to promote the Munster March through internal newsletters, social media, PR, and in-stadium channels.

Fans signed up to the Ciclogreen app, which tracked their journey and allowed them to submit their steps or eco-travelled kilometres for points. The more sustainable the travel, the more points fans could earn, which unlocked the chance to win exclusive rewards and prizes.