The Challenge
In 2006 Brand Events was approached by Australian sports marketing agency Octagon to staff and represent Mastercard and the All Blacks at all the home games throughout that winter with an experiential jersey signing and game day sampling campaign. The initial campaign was such a success that when the decision was made to execute the All Black Roadshow in New Zealand, Brand Events was the clear choice to partner the operations with. The challenge was to deliver an experience that offered a series of active challenges that show what it truly takes to be an All Black.
What we delivered
Over the last 3 years a huge roadshow experiential campaign and winter calendar was built up around several important Mastercard and All Black brand ethics. Brand Events has been involved over the years at a variety of different levels, from staffing solutions, to venue vetting and liaison, managing security and collateral, providing hosts and leveraging relationships with All Blacks.
The roadshow itself comprised of a huge branded semi-trailer unit containing the components that went on the road each year to various rugby strongholds and rural communities around New Zealand. From Whangarei to Dunedin and everywhere in between, wherever the roadshow hit, it was the talk of the town.
On event days, a stage was set up for the hosts, entertainers and guest speakers to address the crowds, and the truck even housed Green Screen technology that enabled fans to place themselves in group images with All Black stars. The All Black interactive challenges consisted of goal kicking, strength, high ball catching, line out and passing challenges. All of these elements combine to create a unique experience for All Black fans.
· 1 truck
· 3 years
· 41 Events
· Over 40 All Black Appearances
· Over 400 local rugby club volunteers
· Over 4,000 fans had their photo superimposed in an All Black moment
· 12,000 rugby balls given away to MasterCard holders
· Over 13,000kms covered
· More than 25,000 fans tested themselves against the All Blacks
· $12,000 raised through BBQ fundraising by local rugby clubs
· 17,000 fans given a MasterCard fridge magnet
· Over 80,000 fans in attendance
And Brand Events has been there for it all. We hope to continue to our ongoing relationship with Octagon and MasterCard as New Zealand hits the world stage for RWC 2011.
