About

The home of Welsh Rugby Union in Cardiff was renamed the Principality Stadium in 2016, starting a 10 year partnership with Principality Bank as the official sponsor. Principality Bank is the 6th largest UK building Society, a mutual building society with over 500,000 members, with over 160 years’ experience, looking after over £10 billion worth of customers’ assets.

Problems

To cement the new sponsorship and to increase brand awareness, the Principality Building Society needed an effective visual experience that would resonate with the visiting fans and be captured on national television that would also be broadcasted internationally.

Plan of Action

An engagement team was placed inside the stadium at various high footfall entry and exit points, as the fans prepared to sit to watch the rugby match. Wearing branded Principality Building Society clothing, they then began the enormous task of handing out over 70,000 red branded flags. The message given out when our engagement team handed over the flag was “please wave upon a try being scored’.

Key Outcome

The visual impact, and sound combined to create a memory making experience, that fans and spectators alike immediately saw the connection between the red branding colour of the Principality Building Society, the Principality Stadium and the Welsh Rugby Union team colours.