Despite some initial wailing when AIG took prime position on the All Blacks jersey—and all the other New Zealand rugby teams’ jerseys—the global insurance behemoth has been a pretty good tenant and has done a good job of getting its pound of flesh without causing too much animosity. Its global sponsorship agency Augusto has been responsible for a lot of that work, from the big launch ad, to a full page ad in The New York Times celebrating last year’s perfect season, to the documentary about Aaron Cruden’s ‘Road to Recovery‘. And the pair have been busy lately with the AIG FanPic campaign, the launch of a new travel insurance product and the drumming up of interest in the All Blacks game against the US in Chicago in November.
360 and panorama images are increasingly popular at sporting events and AIG and Augusto are taking one at each of the three tests against England. AIG teamed with Ireland-based company Huggity to produce the 360-degree panoramic, multibillion pixel crowd images, which allow fans to zoom to locate themselves in the crowd, then tag their position and share on Facebook, Twitter and LinkedIn. One lucky tagger who finds the AIG easter egg in the photo will win a trip for two to Chicago for the historic All Blacks test on November 1.
- Check out the images of the first two tests here.
AIG, which doesn’t offer a huge range of consumer insurance products in this market, is using the trip to the US as an opportunity to show off its new travel insurance product, with Augusto shooting the All Blacks in the Auckland Airport over five hours and bringing in a VFX specialist to take care of the envelope trickery (it was written by UK agency, MRM – Meteorite).
And while the call for the All Blacks to head to the Pacific grows louder, the next stop on the team’s agenda is Soldier’s Field. And in quintessential US style, they’ve chucked in a “Hollywood Blockbuster” alongside some of the more restrained promos to draw attention to the contest (AIG also sponsors the US team).