Former All Blacks coach Sir Graham Henry fronted Steinlager’s ‘Alt Black’ launch campaign with a recruitment video celebrating everyday greatness and the spirit of Kiwi supporters via a virtual, alternative All Blacks rugby team.
The beer brand’s digitally-led campaign, created in harness with agency DDB Group Aotearoa NZ, saw it team up with the All Blacks to launch the ‘Steinlager Alt Blacks’: a team of 23 everyday, yet legendary Kiwis each of whom will be digitally immortalised in one of the most popular rugby union video games – ‘Rugby Challenge 4’.
The Steinlager Alt Blacks was launched via an integrated campaign encouraging regular New Zealanders to enter to have a chance to virtually pull on the iconic black jersey and take on South Africa in a live-streamed eSports match.
DDB created the initiative alongside Mediacom and Mango and is kicked off with a 30-second recruitment film encouraging Kiwis of any gender, size, skillset (or, indeed, a complete lack of sporting ability) to apply to be a Steinlager Alt Black.
The spot, which is led by Henry who acts as both frontman, spokesperson and Alt Blacks team selector, debited on The Project before rolling out across national TV, print, radio and online media in an push that was planned to reach more than one million New Zealanders.
Rolling out from 23 August, the hero spot was supported through a multi-channel recruitment phase which spanned AV, digital, social, OOH and press executions all of which drove viewers and fans online to apply at www.steinlageraltblacks.co.nz.
The selection process will take place on 23 September when the winning 23 Kiwis will be digitally measured up for the creation of their 3D virtual avatar and then the team will take part in the ‘Rugby Challenge 4’ eSports game on 2 October hosted in partnership with ‘Let’s Play Live’, a group of professional gamers, plus authentic All Black Jack Goodhue.
The game will be live-streamed on the Steinlager and All Blacks social channels and on Twitch’s eSports platform.
“The All Blacks are the most famous and revered rugby team in the world, and we wanted to celebrate our longstanding partnership through something unique that appeals to a vast audience,” commented Steinlager Senior Brand Manager Kerry McKenzie. “The Steinlager Alt Blacks makes it possible for everyday New Zealanders – teachers, tradies, and everything in between – to experience the thrill of virtually wearing the famous black jersey. Just days into the campaign it’s clear how well it is resonating with New Zealanders. Having Graham Henry on board has made it even more exciting, and we can’t wait to find out who our 23 Steinlager Alt Blacks will be.”
DDB Group Aotearoa NZ ECD Gary Steele added that the campaign is a creative way to turn more Kiwis into national heroes: “We know many Kiwis dream of becoming an All Black, but for most of us, it’s just not an option. Through this innovative campaign, we have delivered something that inspires a generation of Kiwis to keep that dream alive – albeit virtually. The campaign showcases our capabilities in providing world-class creative and strategic thinking to deliver on our client’s objectives. Integrated with PR through our collaboration with Mango and MediaCom, the results have already been impressive and we’re looking forward to seeing the final team.”
The campaign was created for a Steinlager marketing team that included Brand Director (Beer) Jeremy Meech, Senior Brand Manager Kerry McKenzie, Brand Manager Lauren Dyke, Digital Brand Manager Kate Butler and Digital Marketing Manager Matt Monk by DDB Group Aotearoa NZ.
The agency team included Executive Creative Director Gary Steele, Creative Directors James Conner and Christie Cooper, Art Director Josep Jover, Copywriter Jacob Newton, Group Account Director Jenny Travers, Account Director Kristina Lyndsay, Account Manager Margot Ruldoph, Planning Director Lucinda Sherborne, Planner Natassja Cox, Agency Integrated Producer Melissa Ching, Print Producer Julz Lane, Mac Designer Kathryn Hollis, Head Of Digital Delivery Johannes Gertz, Head Of Digital Design Dean Pomfrett, Digital Designer Kelsey Watson, Motion Designer & Art Director Marcin Sulewski, Senior Full Stack Developer Emmanuel Odorisio, Head Of Motion Design Mark Tretheway, Motion Designer Ethan Wilson and Content Creator Trent Hall. Post production was also handled by a team at DDB which included Senior Editor Mike Hammond and Audio Engineer Milon Williams.
Further agency input came from Mango General Manager Sean Brown, Group Business Director Kat Day, Senior Account Director Max Burt, Account Manager Jessica Morris and Digital Director Jade Kaukau.
Media was run through Mediacom and the production company was Flying Fish.
Comment:
Steinlager has been a sponsor of the All Blacks for more than 30 years and this campaign shows how the brand has continued to find innovative and fresh ways to connect with Kiwis.
Other notable examples of its stand-out activations include 2019’s ‘The Black Laundry’, 2017’s ‘Fight For Your Territory’ and 2015’s ‘Steinlatte’.
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