|Title||FIGHT FOR TERRITORY|
|Product / Service||STEINLAGER|
|Category||E02. Sponsorship & Brand Partnership|
|Entrant||DDB NEW ZEALAND Auckland, NEW ZEALAND|
|Idea Creation||DDB NEW ZEALAND Auckland, NEW ZEALAND|
|Media Placement||APN OUTDOOR Auckland, NEW ZEALAND|
|Production||DDB NEW ZEALAND Auckland, NEW ZEALAND|
|Additional Company||LION Auckland, NEW ZEALAND|
|Damon Stapleton||DDB Group New Zealand||Chief Creative Officer|
|Shane Bradnick||DDB Group New Zealand||Executive Creative Director|
|Brett Colliver||DDB Group New Zealand||Creative Director|
|Mike Felix||DDB Group New Zealand||Creative Director|
|Josep Jover||DDB Group New Zealand||Art Director|
|Jacob Newton||DDB Group New Zealand||Copywriter|
|Jenny Travers||DDB Group New Zealand||Senior Business Director|
|Michael Doolan||DDB Group New Zealand||Business Manager|
|Liz Knox||DDB Group New Zealand||Digital Director|
|Haydn Kerr||DDB Group New Zealand||Digital Creative Director|
|Johannes Gertz||DDB Group New Zealand||Executive Digital Director|
|Jason Vertongen||DDB Group New Zealand||Head of Digital Design|
|Simon Betton||DDB Group New Zealand||Lead Developer|
|Paul Hutcheon||DDB Group New Zealand||Lead Front End Developer|
|Mike McMillan||DDB Group New Zealand||Front End Developer|
|Judy Thompson||DDB Group New Zealand||Agency Executive Producer|
|Alva Waldron||DDB Group New Zealand||Agency Producer|
|Mark Trethewey||DDB Group New Zealand||Editor|
To show we really understood the customer journey we bought every sign at the airport and then we offered them to our rivals, Guinness beer, the official sponsor of the Lions...for free. Why on earth would we do that?
Overall Budget: $130,000 Breakdown of costs: Media spend (Paid media budget): $63,779. Production: $65,500
So we bought every sign which included 65 digital screens across both domestic and international terminals and 8 large scale static billboards. We then 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 of the 65 digital screens with a camera and microprocessor and programme them to recognise fans. Fans from either team could then take over the signs and blanket the airport for their team. All they had to do was approach the screen and stand their ground. Just like a rugby match on the field, it was a fight for territory.
The Fight for Territory campaign brought the brand to the very beginning of the rugby tour beer drinker’s customer journey. It gave them a side to choose and a beer to with that side well before the competition beers had any say. 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%. But most importantly one of the biggest of the tour actually felt like part of the tour.
Steinlager (the iconic New Zealand beer) have been sponsoring the All Blacks (the iconic NZ rugby team) for 30 years. Why? Because rugby and beer go together. In fact, drinking beer while watching rugby is part of the consumer journey and kiwis are loyal and will drink the beer that support their team. So when the Lions Tour was coming to NZ we had to remind the fans of Steinlager's connection to the All Blacks because so many other brands were trying to jump on the band wagon and the stadium would be saturated with competitor's advertising.
Well, during the Lions Tour teams and fans actually spend more time at the airport travelling between stadiums than they do at the actual stadiums. But there is nothing going on at the airport, no advertising, no support, so much so that it doesn't even feel like part of the tour.