Leveraging the Rugby World Cup, All Blacks shirt sponsor AIG (American International Group) kicked off its tournament-led campaign when the team assembled on London’s South Bank for the launch of the Haka 360° Experience. The financial brand, the major global sponsor of the All Blacks, hosted a live event to launch the Haka 360°… Continue reading AIG’s ‘Haka 360°’ All Blacks Experience, Event, Headset & Mobile App Leverages RWC
Tag: All Blacks
Steinlager Inspires NZ For The RWC Via Under Dog All Blacks ‘Originals’ Campaign
All Blacks global sponsor Steinlager’s nostalgic campaign leveraging the heightened interest in the team due to the Rugby World Cup recreates the first ever New Zealand team to tour the UK back in 1905. Called ‘The Originals’, the campaign revolves around that 1905 underdog team and aims to draw parallels with the current All… Continue reading Steinlager Inspires NZ For The RWC Via Under Dog All Blacks ‘Originals’ Campaign
All Blacks Continue Air NZ Spoof Safety Film Series With ‘Men In Black’ Parody
The New Zealand Rugby Union has again teamed up with Air New Zealand for an in-flight safety video campaign which sees the All Blacks star in the latest in-flight safety film spoof #SafetyDefenders. Based on the Columbia Pictures film franchise ‘Men In Black’ and working in partnership with Sony Pictures Entertainment’s Content Licensing group,… Continue reading All Blacks Continue Air NZ Spoof Safety Film Series With ‘Men In Black’ Parody
Adidas’ Integrated All Blacks RWC #ForceOfBlack Spans Films, Games, Experiences & Social (+ Shirts)
Adidas has launched its first salvo in the Rugby World Cup kit battle back in the summer when it began leveraging its partnership with New Zealand through a campaign called ‘Force Of Black’. Several All Blacks union stars – including Dan Carter, Jerome Kaino and Ma’a Nonu – feature in the typically powerful Adidas… Continue reading Adidas’ Integrated All Blacks RWC #ForceOfBlack Spans Films, Games, Experiences & Social (+ Shirts)
Adidas All Blacks RWC 2011 3D Fan Mosaic Projection
Perhaps the most compelling element of adidas’ multi-faceted Rugby World Cup 2011 campaign promoting its partnership with the All Blacks is this ‘All As One / Stand In Black’ video projection on the eve of the tournament final. The outdoor ambient event was screened on the rear wall of Auckland’s St James Theatre.… Continue reading Adidas All Blacks RWC 2011 3D Fan Mosaic Projection
Coke Zero’s RWC 2011 ‘Bound By Black’ Book Tour
Coke Zero is gathering messages of support from All Blacks fans all across New Zealand to inspire the team in 2011 via a campaign called Bound By Black. Coca-Cola is an official sponsor and soft drinks supplier for the tournament and the aim is to give all Kiwis a chance to show their… Continue reading Coke Zero’s RWC 2011 ‘Bound By Black’ Book Tour
Hell Pizza’s Guerilla Response To Telecom NZ RWC Abstinence Work
Following in the footsteps of ambush advertiser Moa Beer, New Zealand pizza brand (and notoriously controversial advertiser) Hell Pizza is also mocking Telecom NZ’s pulled ‘Abstain for the game’ campaign. Leveraging the publicity surrounding the telecoms outfit’s much derided ‘Abstinence’ activity, which aimed to promote its status as an official All Blacks sponsor, Hell… Continue reading Hell Pizza’s Guerilla Response To Telecom NZ RWC Abstinence Work
Moa Mocks Telecom NZ With Anti-Abstinence Ambush Activity
While advertising legislation is reducing the number of ‘beer gets you sex’ ad messages from alcohol brands, this piece of Rugby World Cup guerilla work from beer brand Moa takes the opposite approach with a ‘sex gets you beer’ message. To make the most of the controversy and media frenzy around official All Blacks sponsor Telecom… Continue reading Moa Mocks Telecom NZ With Anti-Abstinence Ambush Activity
Tuatara Ambush Adidas With Paper All Black Shirt At RWC 2011
Tuatara Breweries’ interactive print ad is actually a free All Blacks jersey to cut-out and keep. Why a cheaper, unofficial jersey from the beer brand? Because its marketers spotted that the high prices for official replica All Blacks jerseys have created widespread criticism of official provider adidas. The sports brand has been criticised… Continue reading Tuatara Ambush Adidas With Paper All Black Shirt At RWC 2011
Telecom NZ’s RWC ‘Abstain For The Game’ Campaign Axed
All Blacks sponsor Telecom New Zealand has pulled the ‘Abstain for the game’ campaign after an avalanche of public complaints and media criticism. Part of the official sponsor’s ‘Backing Black’ initiative, the objective was to galvanise support behind the home team as it chased rugby glory on home soil. The idea was simple,… Continue reading Telecom NZ’s RWC ‘Abstain For The Game’ Campaign Axed
Air New Zealand Is Crazy About Rugby
As teams, sponsors, fans and brands gear up for the 2011 Rugby World Cup in New Zealand sponsors are finding some innovative ways of building anticipation and patriotic fervour. None more so than All Blacks sponsor Air New Zealand – which is rolling out both fun and functional elements in its Crazy About Rugby… Continue reading Air New Zealand Is Crazy About Rugby
Borrow The All Blacks – ASB & New Zealand Rugby Union
To help restart the New Zealand small business economy after the pandemic shutdown, ASB Bank leveraged its partnerships with the New Zealand Rugby Union and Eden Park Stadium through an SME focused activation which invited small businesses to apply to benefit from the bank’s own rugby rights package which in turn boosted ASB’s brand love… Continue reading Borrow The All Blacks – ASB & New Zealand Rugby Union
