34Sport were tasked with taking the existing South African Sevens theme of Push The Tempo to the next level, from creative development and execution to theme related activation ideas for the popular tournament in the Western Cape town of George.
"Rugby Sevens is renowned for it's fun party atmosphere, and the Emirates Airlines SA Sevens in George is no different," says Grant Hillary, MD 34Sport. "Fans dress in crazy costumes and spend the two days enjoying the fast paced game of Sevens, and we've included these elements in our creative execution and activation campaign."
On route to George, Sevens enthusiasts will pass Push The Tempo hitchhikers holding signboards showing the distance in kilometres to their final destination. At George airport, travellers to the popular tournament can get in the spirit of the occasion as vintage suitcases filled with fancy dress paraphernalia cover the baggage carousel.
Billboards, street pole flags and posters and perimeter branding at Outeniqua Park tell the locals to brace themselves as the biggest rugby party is about to hit town! Radio competitions and ticket giveaways combined with a number of sponsor related events in the build up to the tournament complement the campaign.
On match day, spectators will be encouraged to Push The Tempo in stadium, with a heartbeat spiking on the big screen, as the crowd cheers louder and louder. And together with a number of promotions and competitions run by event and tournament sponsors, fans will be engaged for every second of the two day tournament.
Its certainly not for the faint hearted!