Sanitarium
Weetbix Rugby Scrum
Challenge
Sanitarium wanted to launch their Weet-Bix 100% All Black campaign in July 2011 with an eye-catching stunt that captured the hearts and minds of the nation and the media. Harnessing the attention already surrounding the Tri-Nations series and upcoming Rugby World Cup in NZ, Sanitarium sought to create an engaging event for children that would embody the wholesomeness of Weet-Bix and determination of an All Black rugby player.
Insight
'Nothing stops a Weet-Bix kid,' and as the record for the worlds biggest rugby scrum had not been attempted successfully for many years (it was still sitting at 88), we thought this was a great opportunity to put NZ on the map ahead of the Rugby World Cup.
Solution
Working with Beat Communications, FLUXX helped create an event to break the Guinness World Record for the largest rugby scrum ever. The stunt required a large number of New Zealand junior rugby players to participate, with the guidance and encouragement of a few All Blacks players themselves.
FLUXX worked with NZRU officials, Guinness World Record adjudicators and rugby clubs to execute the complicated event. It was activated and amplified through TV, radio and press media channels.
Results
- 202 junior rugby players aged between eight and fourteen years came together at College Rifles Club in Auckland to set the new Guinness World Record.
- Five All Blacks; Jimmy Cowan, Israel Dagg, Hosea Gear, Colin Slade and Adam Thomson, were on hand to give the rugby-mad youngsters some professional assistance in their world record attempt.
- A large number of media covered the event including TVNZ Close Up, Breakfast, Newstalk ZB, Radio Live and the New Zealand Herald.
