SSE Celebrates Sounds of Victory In Sponsorship Of ITV’s Rugby World Cup Coverage

Energy firm SSE has unveiled the campaign to support its co-sponsorship of ITV’s coverage of Rugby World Cup 2015. Created by adam&eveDDB, the sponsorship idents feature SSE’s iconic orangutan, Maya, and use soundscapes of home-nation fans singing their anthems and favourite songs to celebrate the raw passion of the sporting tournament.

The idents, which will be unveiled to the public as ITV’s coverage goes live on air on Friday 18^th September, form part of a broader campaign that sits across all ITV platforms, including broadcast and digital as well as activity to incorporate SSE’s customer benefits platform, ssereward.com.

The Sounds of Victory campaign was launched last month at a pop-up shop in London featuring SSE’s four home nations rugby ambassadors – Neil Back MBE (England), Ryan Jones (Wales), Stephen Ferris (Ireland) and Hugo Southwell (Scotland) – along with the Sounds of Victory crowd cheers from some of the nations’ key matches of the past captured inside state of the art sports bottles. 

Competitions encapsulating crowd celebrations and the SSE co-sponsored ITV coverage of the tournament are also a key part of the campaign and see SSE ‘power’ winners’ house parties so they can watch the matches on a brand new TV alongside one of our international ambassadors as their very own sofa pundit for the day. 

Plus, to amplify their long standing rugby sponsorship in Wales, SSE will be hosting a Rugby Reward party for hundreds of customers at its title-sponsored international stadium, The SSE SWALEC, in Cardiff.

Stephen Knight, Chief Marketing Officer of SSE, said: “As a supporter of grassroots rugby over the years, we’re thrilled to be part of the energy, drama and excitement of this year’s Rugby World Cup as a sponsor of ITV’s coverage of the tournament.

 “We know rugby is popular with our customers and by augmenting our co-sponsorship of ITV’s coverage with our own customer event and communications, we really can make a difference and do more to deliver some great experiences for our customers.”