Steinlager celebrates NZ’s finest at the Auckland Marathon in new campaign via PHD Aotearoa, Corner Store, The Tuesday Club and LAB 5
Steinlager’s campaign in sponsorship of the Barfoot & Thompson Auckland Marathon powered by ASICs yesterday had just one message – ‘Steinlager celebrates New Zealand’s Finest’. The city-wide takeover was crafted by PHD Aotearoa with creative from The Tuesday Club, Corner Store and LAB 5 and made possible by partners QMS NZ and MediaWorks.
The campaign was made unmissable to marathon runners, walkers and supporters alike on Sunday 2nd November thanks to Steinlager’s village of agency partners that helped to pull off a campaign which employed every media environment available en route and invented a few new ones.
Says Lauren Dyke, Steinlager Senior Brand Manager at Lion: “Steinlager is all about celebrating New Zealand’s Finest and yesterday we proved that by celebrating every legend who passed the start line of the Auckland Marathon.
“We worked tirelessly with all our partners, leaving no stone unturned when it came to leveraging this sponsorship and creating a memorable campaign. Cheers to all those who helped pull this off and of course the Steinlegends who ran and walked the course.”
The campaign, that has been brewing for months, was kicked off with Steinlager and MediaWorks’ George FM hosting a series of Diplo-inspired run clubs.
Marathon day saw Steinlager take over the city. Runners became walking billboards in Steinlager Pub Run Club t-shirts, while QMS OOH placements – both existing and newly created – lined the route with messages of motivation. Temporary neighbourhood billboards and teams of supporters carrying Steinlager signage added to the atmosphere, cheering participants on, every step of the way. In a rare move for OOH, a digital takeover saw every screen along the course play Steinlager’s messages in full motion, creating a moment of inspiration for participants and spectators alike.
Next came the notorious Auckland Harbour Bridge climb. Every selfie from the bridge’s peak came with a bonus backdrop – a 12-metre Steinlager bottle floating in the harbour next to the legendary Steinlager 2 yacht.
Says Philippa Allnutt, Creative Integration Lead at PHD Aotearoa: “Steinlager’s brilliant platform supplied by our creative partners called for a show-stopping media execution of grand proportions, and we rose to the challenge.
“We brought together a network of creative and clever partners to help pull off this feat and that is absolutely what QMS NZ and MediaWorks unlocked for this campaign.”
Says QMS NZ / MediaWorks: “We are proud to have partnered with Steinlager to bring this campaign to life. The whole journey, starting with the energy and community built by the George team’s Diplo-inspired run clubs, set the stage for an epic activation. Our QMS NZ / MediaWorks Outdoor network then turned the entire city into Steinlager’s canvas, ensuring their message of motivation was seen by every runner and spectator. Successfully demonstrating the scale, impact, and immediacy of Outdoor to convert that excitement into a powerful, city-wide presence.”
As runners crossed the finish line, they had the option of enjoying a ‘Steinlegend’ – Steinlager rebranded for the occasion – at the Steinlager bar created by LAB 5. Participants’ photos were captured and displayed (following their consent) in real-time on billboards throughout the city by PHD Aotearoa, allowing runners to see themselves celebrated around the city in the days following.
And to top it all off, New Zealand’s Finest kicked back at Wynyard Pavilion – raising a cold one and giving each other a well-earned pat on the back.
Lion
Angela Monro – Marketing Manager
Lauren Dyke – Senior Brand Manager
Maddy Mickleson – Assistant Brand Manager
Kelly McIntyre – Media and Digital Lead
Andre Santillana De La Torre – Digital Assistant Brand Manager
PHD Aotearoa
Anna Gilbert – Business Director
Kara Harris – Associate Business Director
Heidi Thompson – Client Services Director (PHD Content)
Nikki Hobbs – Senior Account Manager (PHD Content)
Ryan McLernon – Digital Director
Emma Mills – Senior Digital Planner
QMS NZ / MediaWorks
Charlotte Bowerman – Group Head of Agency Sales
Cara Allan-Northey – Group Account Director
Bex Jujnovich – Group Account Director
Hannah Moore – Senior Account Manager
The Tuesday Club
Nick Worthington – Creative Director
Dave Brady – Creative Director
Billy Worthington – Creative
James McHoull – Managing Director
Sofia Coley – Designer
Corner Store
Lara Marshall – General Manager
Rachel Wilson – Digital Strategy
Sean Fleet – Creative Producer
Glenn Manchester – Videographer
LAB 5
Frances Woodford – Experience Producer
Luke Woodford – Experience Producer
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