More brands join the rolling marketing maul as RWC 2015 draws closer

Often hardcore sports fans act if they are part of the team they are supporting. This definitely seems to be the case of football fans. When discussing how the team performed the word “we” is thrown around a lot. “We really stuck it to them this time”, “We sure came out on top in that last game”, “We caned those guys”. You get the picture. Rexona’s new ad attempts to channel this collective consciousness showing that while game day preparation for an All Black will differ significantly to that of a fan, many of their movements are similar, illustrating how ‘we’ (fans and players) move together. PLUS following on from our last round up, here’s the 411 on what a few other brands are up to around RWC 2015 including: Airbnb, Jockey, Vogel’s, Land Rover and Steinlager.

As an All Black prepares for the big match and moves through his daily routine so will an All Black fan, according to Rexona.

‘Move Together’ by Rexona Motionsense provides a glimpse into an All Blacks’ game day preparation and highlights just how much we all move together, shown through a series of ‘matcher’ shots.

StopPress has contacted Rexona for more information and we will update this story as we hear more.

Last year as part of its ‘Do More’ brand platform, Rexona asked punters to submit clips to support the All Blacks and help create a special film that will be written by, directed by and star everyday New Zealanders and then curated by director Taika Waititi.

Waititi is choosing clips that demonstrate the extra efforts Kiwis go to in their everyday lives.

Everyday for this year, Waititi has chosen a piece of work that showcases how New Zealanders do more for themselves and others. The best entries will be used to create the final clip, which will be launched before the All Blacks head to England to defend the Rugby World Cup.

And just as a quick detour, here is a hilarious interpretation of sports fans’ abuse of “we”.

Airbnb, a fresh partner of New Zealand Rugby, ran a competition called ‘The All Blacks’ Eden Park Sleepover’ where the winner stayed in a specially created All Blacks-themed apartment in Eden Park stadium the night before watching the huge Bledisloe Cup clash with The Wallabies on August 15.

The winner got to have dinner with an ‘All Blacks legend’ and take a tour of the All Blacks’ changing rooms ahead of the game test.

Something special’s happening inside Eden Park next week… You and three friends could stay inside a converted …

Posted by Airbnb on Wednesday, 5 August 2015

Airbnb’s Jack Dennis told StopPress the Eden Park Sleepover was the first part of the partnership, but there would be “more things to come”.

It was also advertising on the digital hoardings at the Bledisloe Cup game.

Official All Blacks sponsor Jockey has released its latest campaign, getting the All Blacks back into their gruts with a series of shots of them standing in front of the tagline ‘Behind every great man’.

The brand has been pushing the latest campaign over Facebook with several posts, of which there are many enthusiastic comments.

Behind every great man…have you seen our latest billboards yet?

Posted by Jockey NZ on Sunday, 16 August 2015

Vogel’s has given three Kiwis a chance to have an evening with Richie McCaw and Dan Carter if they write them a heartfelt ‘toast’ here

The three ‘toasts’ win tickets, flights and accommodation for the All Blacks’ flash charity event at Vector Arena in Auckland on August 26 where their toast will be read out to McCaw and Carter. The first winner was announced yesterday.

Write them a heartfelt toast and you could be in to win: https://www.toastinglegends.co.nz/

Posted by Vogel’s on Thursday, 13 August 2015

Land Rover, a worldwide partner of Rugby World Cup 2015, has revealed its brand campaign via Rainey Kelly / YNR.

The automotive brand has used its 20-year heritage within rugby at all levels around the world to create a fully integrated brand campaign which puts grassroots rugby at its heart, a release says.

Eleven amateur rugby clubs from different countries will feature in the brand’s #WeDealInReal global advertising campaign, shown across seven different broadcast partnerships, with hundreds more amateur clubs given the opportunity to get involved and tell their stories via Land Rover’s global digital and social channels.

Among the eleven is Upper Clutha RFC rugby club from New Zealand.

Land Rover also ran a competition which will see it send one lucky Kiwi kid to Wembley Stadium to act as a New Zealand team mascot at a Rugby World Cup game.

A release said: “All they need to do is upload an image of their son, daughter, niece, nephew, grandchild or even family friend, aged between seven and thirteen holding a rugby ball with their Land Rover in shot and they go into the draw to win.”

The winner will receive a return trip for one adult and one child, aged between 7-13, to London UK, with seats at Wembley Stadium for the New Zealand RWC 2015 Pool C match against Argentina, on Sunday September 20.

Entries closed for the competition last Wednesday with over 200 entries.

Entries are coming in from across the country, if you own a Land Rover enter your youngster today. www.landrovermascot.co.nz

Posted by Land Rover New Zealand on Wednesday, 29 July 2015

A TVC was released for the initiative featuring Dan Carter’s dad.

And since we wrote our last piece on brands’ Rugby World Cup activity, this stellar ad from Steinlager was released. Once again developed by DDB, it aims to “tell the tale of the New Zealanders that earned the All Blacks name 110 years ago” and the campaign consists of 15, 45 and 60 second TVCs (shot by Adam Stevens of Robber’s Dog), outdoor, digital, social, PR and print. 

2015 marks the 110th anniversary of New Zealand’s inaugural rugby tour of the UK, where the Originals won 34 out 35 games and established a winning legacy that continues to this day. To commemorate that tour—and, of course, cleverly reference a tournament it isn’t officially allowed to mention (that end frame looks suspiciously like Twickenham from above)—Steinlager decided to compare the two and bring back its white can.

The re-release of the can—” a lucky charm in 1987 and a nostalgic symbol of hope in 2011″—is supported by the ‘We Believe’ campaign, which was teased a few weeks ago

Since then it has released another ad showing the range of different cans over the years and is promoting the interactive tale of The Originals on social.

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