A new Japanese campaign from New Zealand Rugby Union (NZRU) shirt sponsor AIG sees the world’s top ranked rugby team take to the streets of Tokyo in a spectacular spot called ‘Tackle The Risk’.
The global insurance outfit’s ad aims to offer a powerful teaser about just what Japan can expect when it hosts the next Rugby World Cup in late 2019.
Mazy runs, smashing tackles and crunching scrums all combine as the All Blacks stars save locals (and some ducks) from imminent disaster
Players fronting the new campaign include forward Jerome Kaino (who cleans up a school student), back Anton Lienert-Brown (who takes out a bear mascot), and lock Steven Luatua (who sends a business man flying), are joined by Brodie Retallick, Tawera Kerr-Barlow, Codie Taylor, Liam Squire, Scott Barrett and Damian McKenzie.
The film,
is supported across digital and social platforms other assets linked with the #TackleTheRisk campaign hashtag.
【SPECIAL MOVIE】東京に現れたALL BLACKS。彼らが通行人に突如タックルをし始めた 真相とは。#TackleTheRisk #AllBlacks #オールブラックス | AIG JAPAN pic.twitter.com/LfX0Y3IidH
— AIG.Japan (@AIGjapan) March 31, 2017
Tackle The Risk, a campaign developed in alliance with agency TBWA Hakuhodo, aims to show how customers can understand and mitigate risk.
It is based on AIG’s umbrella ‘Active Care’ concept: a brand commitment to delivering a total customer experience that helps clients mitigate risk and avoid being caught by surprise.
Activative Comment:
The spot, which has already notched up more than one million views on AIG Japan’s YouTube channel alone (since it was posted on 30 March), neatly integrates the power and dynamism of rugby with the purpose and benefits of the sponsor’s service.
It also cleverly starts to build relevant excitement around and awareness of the next Rugby World Cup tournament – which will be hosted by Japan between September and November 2019.
This campaign builds on AIG’s All Blacks work around the previous Rugby World Cup in England in 2015: an activation programme that was led by its ‘Haka 360° Experience’ (see case study).
It was in November 2016 that AIG extended its multi-million partnership with the All Blacks by penning a six-year renewal that saw the US-based insurance firm continue as the front-of-shirt sponsor of New Zealand’s world champion senior men’s team.
AIG also supports New Zealand’s other representative sides such as the All Blacks Sevens, the Maori All Blacks, the Black Ferns women’s team, the Black Ferns Sevens and New Zealand’s under-20 teams.
The deal sees the insurer have a strong ad presence at New Zealand home games and All Blacks players continue to lend their images to AIG advertising campaigns.
While the financial terms of the renewal were not publicised, the previous 2012 deal was reported to be worth NZ$80m (US$59m).
Links:
AIG:
https://www.youtube.com/channel/UCw0W695vFSMnYVeOUkKTP1g
https://www.facebook.com/AIGInsurance/?brand_redir=539529222907633
TBWA Hakuhodo
http://www.tbwahakuhodo.co.jp/en/
NZ All Blacks
