A cheeky, integrated rugby union themed campaign from TAB NZ features a set of helpfully intimidating facts and figures to ensure that the IRFU team is fully aware of its losing history of games against the All Blacks in New Zealand.
The idea is to make sure the visiting Irish side, a team full of confidence boosted by recent victories, are fully aware of the tough challenge that awaits them on the pitches of Aotearoa.
The executions, developed through agency Chemistry, span both high footfall outdoor locations and online platforms and began appearing in the week ahead of the Ireland rugby team’s arrival in Auckland. The green and black colour scheme reflects the teams’ colours, while the copy highlights that Ireland have never beaten the All Blacks in a test in New Zealand (and there home side boasts a 28-year unbeaten record in Eden Park) along with linked match facts and figures as well as referencing that the current IRFU squad includes four New Zealand-born players.
Plenty of parking available if you're looking #considertheodds pic.twitter.com/NulQRv8pyS
— TAB Sport (@TAB_Sport) June 28, 2022
The initial outdoor work in host cities is supported by a set of social media content deployed across TAB’s own channels, plus radio and print support.
A lot has happened in the last 28 (our) years, but an All Blacks loss at Eden Park ain't one.#NZLvIRE #ConsiderTheOdds pic.twitter.com/L82W93riiR
— TAB Sport (@TAB_Sport) July 1, 2022
Welcome @IrishRugby! Are you here to play footy or find a new loosie? pic.twitter.com/fdAL2s3vBh
— TAB Sport (@TAB_Sport) June 23, 2022
The campaign was created for TAB NZ by a team at agency Chemistry led by Creative Director Patrick Murphy and including Senior Creatives Neill Mcalpine, Jacqui Barry and Matt Watts, with Business Director Craig Harrison, while the media agency was MBM.
“Using some seriously insightful facts and figures, we’ve pulled together a campaign that will build momentum around these matches for TAB NZ customers and subtly remind them of the odds stacked against the Irish,” explained Chemistry Creative Director Patrick Murphy. “The team at TAB really pushed us to come up with some unique ideas that would enable the brand to show up differently and spark conversation. Talking up the All Blacks is a bit taboo within Kiwi culture, but we couldn’t pass up the opportunity to be bold, poke some fun and back our chat with stats.”
TAB NZ Brand and Campaign Manager Chris Perry added: “TAB NZ is proud of the All Blacks’ success at home and “ it is a very tough challenge for any team that visits our shores. We’re simply asking our Irish visitors to consider the odds of the tough challenge that lies ahead and we’ve done that through some fun, light-hearted banter which even the Irish coach has seen for the humorous approach that it is.Based on Ireland’s strong showing in this year’s Six Nations, this campaign really provides a springboard for us to leverage what should be a competitive test series between two rivals who have had some incredible battles in recent times. It should be a thrilling three-test series that will keep fans of both sides on the edge of their seats.”
Comment
The two teams have played a total of 33 test matches with the All Blacks winning 29 and lreland winning just 3 – albeit those three have all come in the last five years – and one 1973 game ending in a draw.
The campaign has already generated plenty of buzz and conversation in the rugby and New Zealand media, plus a few comments from Ireland Head Coach Andy Farrell.
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