AUCKLAND, Today: Steinlager made its mark on the Barfoot & Thompson Auckland Marathon powered by ASICS with one simple message: Steinlager celebrates New Zealand’s Finest.
Runners, walkers and supporters couldn’t miss it. The campaign turned the city into a moving tribute to every “Steinlegend” who took part, thanks to a powerhouse of agency partners who used every media touchpoint possible — and even invented a few new ones.
“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,” says Lauren Dyke, Senior Brand Manager at Lion.
“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.”
Crafted by PHD Aotearoa with creative from The Tuesday Club, Corner Store and LAB 5, and powered by QMS NZand MediaWorks, the city-wide takeover was impossible to ignore.
The campaign kicked off with Diplo-inspired run clubs hosted by Steinlager and George FM, setting the tone for marathon day. Participants became walking billboards in Steinlager Pub Run Club tees, while OOH placements along the route delivered motivational messages.
Temporary neighbourhood billboards, digital takeovers, and supporter teams carrying Steinlager signage amplified the energy, turning the marathon route into a city-wide celebration of Kiwi determination.
“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.” – Philippa Allnutt, Creative Integration Lead at PHD Aotearoa
When runners reached the Harbour Bridge, they were greeted by a 12-metre Steinlager bottle floating beside the legendary Steinlager 2 yacht — the perfect selfie moment.
“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,” says Philippa Allnutt, Creative Integration Lead at PHD Aotearoa.
“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.”
QMS NZ / MediaWorks added, “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 Outdoor network then turned the entire city into Steinlager’s canvas, ensuring their message of motivation was seen by every runner and spectator.”
At the finish line, participants celebrated at the Steinlager bar created by LAB 5, where they could enjoy a Steinlegend — Steinlager rebranded for the occasion. Runners’ photos were displayed across city billboards in real-time, giving them a moment to see themselves celebrated across Auckland.
The celebrations wrapped up at Wynyard Pavilion, where New Zealand’s Finest raised a cold one to their achievements.
CAMPAIGN CREDITS
Lion
Marketing Manager: Angela Monro
Senior Brand Manager: Lauren Dyke
Assistant Brand Manager: Maddy Mickleson
Media and Digital Lead: Kelly McIntyre
Digital Assistant Brand Manager: Andre Santillana De La Torre
PHD Aotearoa
Business Director: Anna Gilbert
Associate Business Director: Kara Harris
Client Services Director (PHD Content): Heidi Thompson
Senior Account Manager (PHD Content): Nikki Hobbs
Digital Director: Ryan McLernon
Senior Digital Planner: Emma Mills
QMS NZ / MediaWorks
Group Head of Agency Sales: Charlotte Bowerman
Group Account Director: Cara Allan-Northey
Group Account Director: Bex Jujnovich
Senior Account Manager: Hannah Moore
The Tuesday Club
Creative Director: Nick Worthington
Creative Director: Dave Brady
Creative: Billy Worthington
Managing Director: James McHoull
Designer: Sofia Coley
Corner Store
General Manager: Lara Marshall
Digital Strategy: Rachel Wilson
Creative Producer: Sean Fleet
Videographer: Glenn Manchester
LAB 5
Experience Producer: Frances Woodford
Experience Producer: Luke Woodford
Share this Post
