As the initial wave of Rugby World Cup fever settles, advertisers have taken to outdoor to keep the excitement front of mind. Underwear brand Jockey backed the team early in the piece well before the RWC had begun, understanding that seeing the All Blacks out of the famed black jersey might make quite an impact.
“The billboards were extremely well received by the wider public, however radio presenters Jono & Ben expressed concern for the dangerously powerful nature of the messaging in their own video posted on Facebook in August – a move that gave Jockey some extra attention,” said APN Outdoor general manager Phil Clemas.
Last week, the celebrate the ABs’ homecoming with the World Cup in tow, Auckland Airports digital assets were blacked out with congratulatory messages.
“What better way to demonstrate the power of our sophisticated inventory than to support the team on their way home from the World Cup,” Clemas said. “We created three messages that we thought would grab the attention of the team and the supporters who turned out to welcome them home and we were able to truly elevate the moment through the power of digital outdoor.”
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