DDB New Zealand

Insight and Idea

The Lions Rugby Tour only comes to New Zealand every 12 years. It’s a big deal. So Steinlager wanted to get the most out of their All Blacks sponsorship. There are lots of brands competing to get noticed at the stadium but fans actually spend more times at the airport, travelling between stadiums.

So Steinlager bought every digital sign at the airport and offered them to their rival sponsor, Guiness, for free. They just had to fight for them. Each sign was programmed to recognise fans who could take over the signs and blanket the airport in support of their team.

The Results

- +5.1% Steinlager sales
- +18% Guinness sales
- 65 digital screens
- Over 96,000 turn overs
- 2.5 million people at the airport during the campaign

Channels

Digital
Digital outdoor

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