With the inevitable tsunami of marketing and media noise set to accompany the 2015 Rugby World Cup, establishing a clear presence in market, even for Steinlager, was nigh on impossible. And it that wasn’t challenging enough, the ASA code demands a clear separation of brand and sponsorship messaging, both of which presented massive issues and restrictions for a beer brand who was aiming to leverage their association with the team.
Yet in the face of all of this, we conceived, designed and executed a rich, multi-layered and authentic digital experience that gave fans the one thing they wanted most – a way to further their passion and support for their beloved All Blacks.
To deepen supporters’ connection with their team (and with Steinlager) we created three rich and engaging stories about the Originals, taking fans right back to where it all began. Underdogs set the scene as the All Blacks left on their (soon to be historic) voyage. Enemy Soil brought to life the Originals campaign on hostile English soil. And the Spoils recounted the moment when the Originals earned the title All Blacks.
Fans loved it because it only heightened the passion they already had for the ABs. It motivated many to share a message of support. But to build an even bigger groundswell, we rolled out a social strategy to support the campaign, driving traffic to the website, and encouraging people to directly share messages of support. Finally, we gathered up all the messages we received, and used them as the inspiration to create a speech from New Zealand to the All Blacks read by legendary All Black, Buck Shelford. It simply doesn’t get more authentic than that.
Best Awards – Finalist, Interactive Design
Caples Awards – Finalist, Art Direction