The All Blacks may be preparing for the upcoming Lions tour but that's not stopped them playing the hero in the streets of Tokyo for an AIG Japan ‘#TackleTheRisk’ campaign.
Created by TBWA\Hakuhodo, the three-minute spot features the team storming the streets and tackling stunned citizens all over the city.
Jerome Kaino wipes out a school student while his team mates send a bike messenger flying, decapitate a mascot in costume handing out flyers and obliterate salary-men exchanging business cards.
Although the tackles may seem completely at random and almost cruel, it soon becomes evident the boys in black are actually rescuing them from an unforeseen accident. The student wasn’t watching where she was going and risked being hit, a car could have run over a mother duck and her ducklings and a load of steel building equipment fell in the path of a couple walking on the footpath.
And while it’s the All Blacks playing the guardian angels in the spot, the hope is it will show AIG will be there to proactively help prevent terrible things from happening.
SVP and regional chief marketing officer at AIG Japan Holdings Matthew Walker says AIG Japan is setting out to reinvent insurance in Japan – a category that it knows to be ripe for disruption.
"Our value proposition, 'Active Care', is about creating a proactive rather than reactive customer experience. Kazoo and the TBWA\Hakuodo gang delivered perfectly with the ‘#TackleTheRisk’ strategy. It was an arresting way to show our fantastic relationship with the All Blacks, demonstrate the idea of risk prevention, and create a strong connection to the Japanese audience."
Interest in rugby has surged in Japan since it was announced as the host of the 2019 Rugby World Cup, and TBWA\Hakuhodo saw this a great opportunity to make the most of that.
Head of marketing, brand and commercial development at New Zealand Rugby, Todd Barberel says it's very honoured to be part of this film and to be supporting AIG with its ‘#TackleTheRisk’ campaign.
"We enjoy a lot of support from Japanese fans and hope that this campaign will also help to increase interest in our team ahead of Rugby World Cup 2019. The players enjoyed filming the campaign and experiencing the sites and culture of Tokyo, and are looking forward to the next time they visit.”
Within three days of its launch, the film exceeded 10 million organic views online across Facebook, YouTube and Twitter.