Rugby in Motion with Tjovitjo van for winning community school
In line with the creative and strategic elements that SARU has introduced into this year’s Vodacom Cup, the fun and much talked about Tjovitjo branded van that has been seen travelling the country, has proven to be not only a functional vehicle transporting the Tjovitjo Legacy rugby clinic equipment used in their weekly community driven rugby programme for schools as well as a means to transport the free comic books, “The Gain Line” (handed out during the games and at the clinics too). The eye-catching vehicle has created a ‘branding buzz’ amongst the local communities.
Associate Director Stuart McConnell of SA TAG Rugby commented that children have come to recognise the Tjovitjo van and are obviously thrilled when they see it arriving. “The school kids have found value in the games played, and the brightly branded van with the rugby tag clinic equipment as well as the much loved Gain Line rugby comics brightens up their day.”
“The visual impact created throughout the towns visited has been massive from a marketing perspective. The brand awareness within specifically chosen areas that needed the attention has been sensational” says Sarah Mundy, Marketing Manager of SARU, “especially seeing that the Tjovitjo van is an activation element with a greater long term purpose.”
After the campaign, the Tjovitjo van will be donated to a school that shows the most promise in enriching themselves within the game of rugby. It ties directly back to how SARU aims to sustain and develop rugby within lesser privileged areas around South Africa. “The school that best displays their achievements through the Legacy clinics and the headmaster initiative with the most school children learning and playing the right way, will be awarded the van.” says Mundy. “It isn’t purely about numbers.”
The school that wins will benefit enormously. “Being able to transport children to and from sports matches gives the school a winning edge. It boosts school morale and creates the opportunity for the school to participate at a greater level within the sporting school arena. It allows children to travel as team, which builds team spirit, its useful to transport sports equipment, and aside from everything within the school, it takes a large burden off parents shoulders – something vital when dealing with communities who either do not have transport, or who are working and don’t have the capacity to take time off to lift their children to sports activities – so it will in fact free a lot more children up to play sport instead of restricting them to home after school.”
Mundy says that as a side thought, it’s also nice to think that as the van continues its journey in its new home at the winning school, with its brightly, bold branding and hopefully memorable impact of what the programme has done for the school, the Vodacom Cup and Tjovitjo brand, and the legacy of the campaign will live on, long after the campaign is over.
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