Fox Sports

World's Largest Scrum

Taking back Australia's place on the rugby field.
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The Challenge

Fox Sports wanted to create an exciting and compelling event to launch Fox Sports live and ad-free coverage of the 2015 Rugby World Cup in the UK. The idea needed to embrace the audience's love of the game, create hype around the launch and appeal to rugby lovers and sports lovers in general. We were also asked to tackle the impossible - compel rival media networks to give Fox Sports Live positive exposure through their own networks.

The Idea

In September 2014 England broke the Guinness World Record for the Largest Rugby Scrum at Twickenham with 1008 participants. We challenged Rugby fans across Australia to beat this, bringing old rivalries into even closer focus. Knowing the World Record attempt would add fuel to the already fiery competition between the two nations, we looked for a time and place that would bring green and gold supporters together for an occasion of high drama. The date was set for Saturday August 8, at ANZ Stadium, centre stage for that other great rivalry, with the Bledisloe Cup match that night televised to a global audience.

The Outcome

In front of massed stands, and a television audience of millions, Australia set a new Guinness World Record of 1,160 participants.

TV coverage ran across FOX SPORTS together with Channel 10 and SBS.

Coverage ran globally with Sky UK and SKY NZ sharing vision across their Rugby coverage. The resulting media coverage amounted to over $400,000 in ASR value, reaching over 20 million viewers and firmly establishing FOX SPORTS as the home for the Rugby World Cup.