Sadly they just don't have the budget to do the sort of things seen in the HK7s ads. One of the many things our code just can't do because of a lack of $$.
And I rather they spent what precious resources they have on things that may yield a better return. Its well quoted that retailing tycoon, the pioneer of modern marketing John Wanamaker once said, "I know that half of my advertising doesn't work. The problem is, I don't know which half." Some have suggested that he was being generous.
A worthwhile advert will cost hundreds of thousands of dollars to produce and then there is the media spend to get it in front of viewers... then what? Will kids want to start playing rugby? Will people attend more games? Will people watch more rugby on TV? will the general public be able to name the Wallaby XV? One advert cannot achieve all these things. An advert needs a single proposition, a 'call to action'.
What do we think a rugby advert should achieve?
I think the key to the future success of rugby in Australia is improved participation numbers across all levels. There are more productive ways of achieveing this than using an advert.
As enjoyable as great adverts are to watch, for the most part they don't do much more than act as a 'brand reminder'. Rugby needs to get the 'brand' out there more often, but there are better ways to achieve this IMO.
