Getting rugby fans on the pitch for the RFU

At Ear to the Ground we obsess over fan devotion. With the buzz around rugby at an all-time high, England Rugby and Sport England have asked us to use this energy to get fans to dust off their boots and get back on the pitch.

Our FANATIC Planning and Insight team researched fan behaviour and group mentality in rugby to create an overarching campaign to drive lapsed players back into the game around the Rugby World Cup. The key insight was that this audience missed feelings of comradery and nostalgia and needed a personalised challenge ‘from the lads’ to get back in the game.

The fully integrated ‘Return to Rugby’ campaign is fronted by England legend Lewis Moody who has created a unique personalised video challenge for each fan. Players are able to customize content to send out a bespoke challenge to their own social networks to get the ‘lads back together’ and experience a training session with Lewis.

Ear to the Ground has been responsible for the overarching campaign creative, design, identity, all content production, social media management and co-ordinating a grass roots campaign that covers the entire country.

We’re ecstatic to be helping England Rugby and Sport England use the opportunity of the World Cup to get lapsed players back in the game and on the pitch. Now let’s hope we bring home the trophy!

Are you up for the challenge? Visit and sign up now.




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