A month ahead of japan 2019, Weet-Bix in New Zealand are leveraging the tournament by taking All Blacks collectable cards to a whole new level with a re-imagined Stat Attack game that aims to enable the next generation of Kiwi kids to get closer to their rugby heroes.
It is 12 years since the Stat Attack card set first went viral across New Zealand and while the games landscape has evolved dramatically, this new branded collectable game sets out to offer children ‘wholesome play while encouraging healthy social interaction’.
The Sanitarium owned breakfast brand teamed up with shopping agency agency Raydar and Y to release a set of 40 collector cards featuring competitive statistics for 33 current All Blacks, plus six legends and coach Steve Hansen.
A total of four million cards will be distributed through specially designed Weet-Bix wheat biscuits packs and collectors are able to win the chance to store their cards in a limited edition Stat Attack album or Stat Attack collectors’ tin (available exclusively from participating retailers).
The classic game mechanic remains simply: players take turns selecting a winning statistic which wins when matched head-to-head with cards of other players. The card with the highest statistic score wins the hand and the player who collects all the cards wins the game.
Players improve their game by learning strengths and stats of specific cards.
The cards are promoted through an integrated campaign launched in August which is spearheaded by a TV spot,
and which includes OOH, content, online, direct mail and packaging strands.
“We’re really excited to see Weet-Bix Stat Attack come to life, especially with the hype around rugby this year. It’s been great working with the Raydar team on this significant project,” commented Sanitarium senior brand manager Jane Grayson.
“We’re really impressed with their strategic and creative approach, and are thrilled with the result.”
The campaign was created for Sanitarium Senior Brand Manager Jane Grayson, Brand Manager Channae Davies and Marketing Assistant Millie Sinclair by a team from agency Raydar that included Creative Director Aaron Taylor, Design Director Nick McFarlane, Senior Designer Reuben Hannaford, Group Account Director Kristyna Hotchin, Senior Account Director Steph Perrett and Senior Account Manager Rosanna Tozer, while consumer and media PR was handled by Impact PR.
Comment:
From Panini to Topps, there’s something nostalgic and reassuring about traditional sports card/sticker trading/gaming collections.
But we also like branded card initiatives that offer a new angle, a fresh approach and a little tech flourish to the old school approach such as NHL partner Tom Hortons’ augmented reality card addition (see case study).
Links:
Weet-Bix NZ
https://www.youtube.com/user/officialweetbix
https://www.facebook.com/weetbixnz
https://www.instagram.com/weetbixnz/
Sanitarium
https://www.facebook.com/sanitariumnz
https://www.linkedin.com/company/sanitarium-health-and-wellbeing/
https://www.youtube.com/channel/UCAU8IoACn6Fc1iZGiFaGtzA
https://www.instagram.com/sanitarium_nz/
Raydar
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