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Hurricanes take over The Post’s front page
The Hurricanes' message to fans is simple.
Creative agency Boxer has helped the Hurricanes take over the entire front page of The Post.
The campaign carries a simple message for Wellingtonians: Fill the tin.
On June 9, all 34,000 copies of The Post arrived with the same cover. There were no ads, headlines or news stories – just the Hurricanes and their call for support.
Dare to be different
The takeover sits at the heart of the Hurricanes’ brand platform, ‘Dare to be different’.
“A brave idea is the easiest thing in the world to kill,” says Tim Eggers, managing director at Boxer.
“Work like this doesn’t come from a clever brief. It comes from trust. Their platform is ‘Dare to be different’, and a line like that is only worth something if the brand actually does it when the moment turns up. The Hurricanes did. They backed the idea on the most public page in Wellington.”
A simple call to action
For the club, the campaign is about reaching the fans.
“‘Dare to be different’ is wholeheartedly true to who we are, from the way we play and the challenge we set on the field, through to every decision we make as an organisation,” says Dave Hutchens, chief commercial officer of the Hurricanes.
“‘Fill the tin’ was a simple call to action, encouraging our fans to get behind their team. Taking over the front page of The Post in this manner was a brave move, and it was exactly the kind of statement this club is built to make. We wanted the region to feel part of something, and the response has been everything we hoped for.”
The campaign is live across the region and extends to a range of out of home and digital channels.
