Set to become synonymous with Welsh rugby, the superhero Dragon has been designed to reach out to children across all age groups as well as entertain adults and existing supporters in its different guises.
Aimed at rugby fans of all ages, Scorch is the image of the new match-day experience at the Millennium Stadium, the star of forthcoming TV adverts for the Dove Men Series, a brand new graphic novel, in digital and print, and a has its own app with an interactive story and game.
The brainchild of the WRU commercial team, Scorch is intended to personify the passion and pride of Wales’ rugby stars who have lifted four RBS 6 Nations titles and three Grand Slams and made a huge contribution to an historic British and Irish Lions series in the last nine years.
WRU Group head of sales and marketing Craig Maxwell explains the aim of Scorch: “We work hard to ensure a carnival atmosphere at the Millennium Stadium for the Dove Men Series and to reflect the hard work, professionalism, talent and showmanship of our players on the pitch with the infrastructure we have in place off it.
“Scorch is an innovative concept which has been a long time in the making, he is a rich resource for us in terms of his ability to communicate and quantify the pride and the passion of the players and to represent the fans.
“We need the Welsh rugby watching public to take him in as one of their own just as the players will be inspired by him. Scorch is going to become a key part of the way we communicate with our young audience online, through social media and directly in our rugby camps and outreach programmes and all associated literature. He will give us, the WRU, an identity which young fans will be able to relate to.”
He added: “We are all looking forward to the first time Scorch puts his ball down over the line on the Millennium Stadium screens in the Dove Men Series this November, because it will mean only one thing, a Welsh try has just been scored, and those are the moments everyone in Welsh rugby lives for.”
Scorch’s first role sees him star in the advertising campaign for the upcoming autumn international series against Rugby Championship superpowers South Africa, Argentina and Australia and Pacific Islanders Tonga. As well as leading the ticket sale promotion, Scorch will make his match-day debut in November. On pitch heroics will now be book-ended by a fearsome red, fire-breathing dragon seemingly born of the Welsh national flag as Scorch replaces the current in-game animation on the Stadium’s giant TV’s.
Scorch will feature at significant moments during play, every time a try, penalty or conversion is scored or the referee stops play for a decision or substitution. He replaces the red ‘shards-man’ figure, based on Wales and Lions international centre Jamie Roberts.
And the brand new Scorch has had help from an equally impressive source ahead of the Dove Men Series. Roberts’ team-mate Jonathan Davies is the voice of the television advertising campaign to promote the forthcoming tests and introduces Scorch to his rugby loving public.
“I was excited to have been a part of the project and have had a great time working with Scorch’s designers on the advertising campaigns,” said Davies.
“We will all be looking forward to the first time someone crosses that white line this November, hopefully it will be someone in a red shirt against the Springboks, and the crowd can enjoy the animation.
“The autumn internationals are always an intense time and we have incredibly tough opposition again this year, but we will all be looking forward to it and hoping to be involved.”
Much effort has gone into detailing the back story for Welsh rugby’s new digital mascot, not least a 22-page graphic novel detailing his origins, using Arthurian mythology, and a visit to the home of mythical Welsh wizard Merlin. The new mascot will also feature across a range of future community rugby initiatives.
