Entry description:

The Lions Rugby Tour was coming to New Zealand. They only come every 12 years. All Blacks sponsor Steinlager wanted to get the most out of the tour. So we found somewhere the fans and teams spent even more time than they do in the stadiums: The airport. Steinlager bought every sign, in every terminal, and made them interactive. Then told our rivals, Guinness (Lion’s sponsor) that they could have the signs for free. They just had to fight us for them.

Brief:

The Lions Rugby tour of New Zealand is a big deal, a huge deal. And they only come every twelve years, so Steinlager, the official sponsor of the All Blacks, wanted to get the most out of the tour and asked us to help fuel the excitement and rivalry that made the competition so great.

Solution & Cultural Context:

During the Lions Tour of NZ teams and fans actually spend a significant part of the tour at the airport flying between stadiums. So, we bought every digital screen at the airport and told our rival, Guinness, the official sponsor of the Lions, that they could have the signs. But they had to fight us for them. We had fitted each sign with a camera and programmed it to recognise fans. Fans from each side could take over the signs and blanket the airport for their team.

Insights:

Over the course of the campaign we had 90,000 fans approach a sign to force a turn over. That’s enough to fill the rugby stadium twice and both beers saw an increase in sales with Guinness up 18% and Steinlager, already the top selling beer in the country, up 5%.

Lions Rugby Tour - Fight for Territory

CREDITS

Local partners

Gold partners