01 September 2015
First Utility are the UK’s largest independent energy company offering an alternative to the ‘Big Six’. During the second year of their sponsorship of the Super League, Hatch was tasked with creating a standout initiative around Magic Weekend, aimed at improving brand recall across mainstream media and engaging with Rugby League and general sport fans.
Increase awareness of First Utility’s title sponsorship of the Super League amongst Rugby League supporters and a wider sporting audience.
For the stunt, Hatch created a unique, and eye-catching cross-sport challenge. Set in the shadows of the iconic Gateshead Millennium Bridge, Hatch pitted the modern-day stars of the Super League against Newcastle United legends. The two teams would alternate between rugby and footballs, taking aim at five giant, branded inflatable targets placed across the River Tyne.
NUFC legends Beardsley, Lee and Beresford faced off against Jon Wilkin, Marc Sneyd and Jack Owens from the First Utility Super League. Having the activity pre-event allowed us to take advantage of the media interest in the lead up to Magic Weekend. Having modern and ex-sporting stars involved, increased the draw and enabled us to satisfy the media coverage objectives.
The sporting challenge element supported First Utility’s brand identity and ensured that the content was engaging to a sporting audience, prompting a vast number of shares and video views.