Iris launches Rapid Rugby in Australia and across six markets in Asia Pacific

Creative agency, Iris, is marketing the fast-paced, action-packed Global Rapid Rugby to Australia, and across six markets in Asia Pacific.

A 2019 Showcase Series will feature 14 games between six teams from 22 March until 9 August in Perth, Brisbane, Hong Kong, Singapore, Lautoka (Fiji), and Auckland (New Zealand).

Iris, which won the business in January this year, was given the remit to develop brand strategy and creative execution for the 2019 launch.

Rapid Rugby is a new format of rugby union, with 70-minute games and rule changes that incentivise teams to keep the ball in play and take more risks. Borrowing from the competitive sport’s fast-scoring, risk-rewarding game that is rapid by nature, Iris’ creative was aimed at appealing to the new genre of audiences who want a sports-entertainment experience, while at the same time drawing new fans to Rapid Rugby.

“Rapid Rugby was created to bring new levels of entertainment to the sport. We created multiple pieces of content in easily digestible formats that represent Rapid Rugby’s fast-paced action,” stated Miguel Garcia, Board Director at Iris.

Garcia said, “Rapid Rugby is quite literally a game-changer. The potential to engage emerging rugby markets and new generations of fans across Asia Pacific is enormous. We’re incredibly excited about what the future holds for this formidable brand.”

Mark Doran, Marketing Director at Rapid Rugby, said, “Our brand is rapid by name and rapid by nature. Iris was chosen after a competitive pitch process for its experience, professionalism and capability to deliver a disruptive launch campaign across broadcast, digital and social channels under the most extreme time pressures. We are bold and innovative and so is Iris.”