February marks the start of the Six Nations Rugby tournament and sport is never short of wonderfully creative campaigns to draw inspiration from.
Recently I was shown a video of a brilliant PR stunt which combined advertising, marketing and PR in a beautifully clever package. It’s so good and really stuck with me, I literally can’t stop thinking about it, so much so that I just had to share it with you.
It is a stunt that was done for the last British & Irish Lions Rugby Tour by Steinlager, New Zealand’s leading beer and sponsor of the All Blacks, and Guinness, sponsor of the British & Irish Lions. YOU NEED TO SEE THIS VIDEO!
Continue reading “CREATIVE CAMPAIGNS #34 – ‘Fight for Territory’ Steinlager and Guinness’ Lions Tour stunt”
Where would modern rugby be today without Jonah Lomu, the bulldozing giant, the unstoppable tour de force who hit the rugby scene when he was just 19 as the youngest ever All Black?
Jonah Lomu changed the face of modern rugby. He was marketable and as a result he made Rugby Union marketable becoming a global superstar and household name.
The All Blacks have many tributes to Jonah, but I like the one that has captured the reactions from key sporting figures from around the world, read them here.
I think it’s pretty special when a person with such incredible sporting talent can change, advance and improve a sport in multiple ways. He impacted the build of players, the game itself and the communications surrounding rugby. Public relations for rugby changed as communication between stakeholders evolved and improved. The changes to the way rugby organisations and players handled PR, marketing and advertising made the game accessible to a much wider audience. By being more accessible Jonah became an icon and an inspiration to players of all ages.
Jonah’s support of the rugby world didn’t stop despite his health conditions or when he retired from the international rugby circuit. Recently he toured the UK promoting the 2015 World Cup, performing the traditional Haka.
Jonah Lomu, you are going to be missed but forever remembered as one of the greats, perhaps even the greatest. By engaging all your stakeholders you engaged the world through sport and you built a legacy that will last forever.
What do you get when you combine Air New Zealand, the All Blacks and the Men in Black?
And an instant social media viral sensation.
What Air New Zealand is doing is focusing on an important safety feature that is often overlooked and bringing attention to it through a series of cool parody videos that engage a wide demographic. It uses popular culture and topical events, the classic film and the fact there is a Rugby World Cup just around the corner, to make you pay attention to the important safety features you would usually ignore at the beginning of your flight. And this is why it’s a cracking creative campaign. If you don’t know about this campaign, I wrote about it before for Air New Zealand’s Lord of the Rings Safety Video, so take a look for another cracking safety video and for ideas of how to make something dull and necessary into something fun and engaging. Enjoy!