Dialogue says that it commenced with an integrated consumer campaign for SA Rugby to build hype, awareness and participation in '#BokFriday'. This was leading up to and including the 2023 Rugby World Cup, which began in France earlier in 2023.
The project generated public support for the Springboks in their mission to defend their World Cup title, the agency says.
"The ask was simple: We needed to breathe new life into Bok Friday for the 2023 Rugby World Cup using PR. Our goal was to show the Springboks that every South African was behind them and to unite the country through sport," says Rian Oberholzer, CEO of SA Rugby.
"Timing for this project is incredibly tight, and Dialogue presented a campaign with considerable thought to how we are going to achieve our goals through their agility and ability to move fast and deliver," adds Oberholzer.
The campaign aims to harness the power of sport to uplift spirits and create a wave of positive energy across the nation. Never before has a platform driven as much organic social cohesion, adds the agency.
Dialogue founder and MD Tracy Jones concludes, "To add iconic brands like SA Rugby to our growing stable is an absolute honour. We pride ourselves on always having punched above our weight to work with some of SA's top brands, and we are proud of our campaign results and achieving this fan engagement award for it."
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