A new home for Max and his Gladiators
Rugby in Bath, with the ground in the city centre, and the pester power of children who want to meet the players, including Max, helped to create the perfect stage for the brand.
Creating desire for each audience
Our early thinking for Max was teenage graphic novels featuring Marvel-esque characters. We wanted to create something fit and healthy that younger members could aspire to, but older members still felt was hip enough for them. A three-tiered approach was agreed, with 0-5 year old Cubs having the soft paw print, Max himself for 6-10 year olds and the older Junior members a sporty claw print as their symbol.
Mr B & Friends created membership materials, welcome packs and provided creative for branded merchandise and giveaways.
From pitch-side to pixel
Max came roaring to life through an interactive microsite targeting each of the three different age groups, from 0 – 15, within the Junior Member Club. We developed a narrative and tone of voice that would touchdown with every age.
Becoming the star of online games, freebies, membership materials, news, training tips and much more, Max became the captivating new spokesman for Bath Rugby.
“Mr B & Friends are a great team to work with and are all heavily invested in their clients. They challenged me and often steered me on a different path where they felt appropriate and the end result of what they have delivered has surpassed all expectations.”
Marketing Manager Bath Rugby
Recruited 3000 new young members in the first 6 months.
Max is now a focal point for younger supporters and is one of the Premierships most recognised team mascots.