The Results

UK press
79 Pieces of coverage
Coverage reach
1.4 Billion+
Facebook video
300,000+ Views

The Brief

To promote the launch of tickets going on general sale for the 2015 Rugby World Cup, England Rugby wanted to create an event that would capture the imagination, illustrate their campaign slogan, “Too Big to Miss”, attract the masses, and gain national press coverage.


The Solution

Taking the campaign slogan, the Guinness World Records creative team challenged England Rugby to break the existing record for Largest rugby scrum. The record attempt not only embodied the Rugby team spirit but also got partners and fans involved.

Participants came from across the country to help set the new record title for Largest rugby scrum at Twickenham Stadium. Among the attendees were representatives from the Armed Forces, England Rugby 2015, host cities and venues, RFU, IRB, Rugby World Cup commercial partners and volunteers who had applied in advance to be part of the pack.

This is a fantastic achievement and a fitting way to kick off the public sale of tickets to rugby’s showcase event. This event brought together 1,008 people from organisations involved in Rugby World 2015 and I want to thank them all for their support. Everyone who took part is now a Guinness World Records title holder!

— Debbie Jevans, Chief Executive of England Rugby 2015