Synergy was asked to develop a campaign that used the title sponsorship of the RBS 6 Nations to address two key brand objectives. Firstly to improve brand perception and secondly to make RBS matter to rugby fans.

The solution was the creation of the RBS 6 Nations Live Challenge, a ground breaking real time companion app which enhanced rugby fans experience of the RBS 6 Nations and provided a platform to deliver key brand messages to an engaged audience. At the heart of this campaign was the use of mobile as a social media hub to bring fans together – whether on the sofa, at the pub or at the match.

The impact of the app was amplified through the integration with social media channels and PR support, leading to a broader awareness and increased infinity with the brand – beyond just those who downloaded the app – of RBS’s support of rugby and the RBS 6 Nations.

Over a 6 week period, Synergy generated an online reach of over 86m, which resulted in over 100,000 people downloading the app – we were even featured in Apple’s ‘What’s Hot’ section on the app store.