Multi-asset investment and trading platform eToro had previously formed a strategic partnership with Premiership Rugby, promoting themselves through the insight-driven results prediction feature, 'Premiership Predictor'. This gave them on-screen coverage, social media exposure and in-stadium visibility across the country.

They did, however, encounter difficulty driving traffic to their platforms and converting.

Analysis of Planet Rugby’s audience shows that over 325,000 monthly users are actively interested in banking and finance or are avid investors.

Their ideal customer has a strong interest in banking, finance and investment with a high amount of disposable income to trade on their platform. The brief was to therefore produce content with Planet Rugby throughout the Rugby World Cup that would engage and convert an audience with these affinity segments and those with high investment intent, while establishing advocacy with a rugby audience through respected rugby channels and talent.