Steinlager vs Guiness/ABs vs Lions (updated)

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APN Outdoor, in partnership with DDB and Steinlager, took over Auckland Airport and transformed it into a real-time “battleground”, where travellers “claimed their territory” in support of their rugby team – the All Blacks or British & Irish Lions.

With the British & Irish Lions only coming to New Zealand every 12 years, Steinlager, the official partner of the All Blacks, wanted to do something memorable for their 2017 tour and invited their rivals, Guinness, the official sponsor of the British & Irish Lions, to a fight for their territory.

Leveraging the high dwell times at the airport, the campaign encouraged supporters to stand in front of one of the 65 interactive digital screens positioned throughout the terminal. By integrating bespoke image recognition software, each site changed before their eyes. To further engage fans, mobile WAP technology made it possible for these sports fans to completely override every sign across both terminals instantaneously.

“I would like to thank DBB and Auckland International for working with us collaboratively to execute this remarkable concept.”

The battle between teams was fierce – and during the six-week tour, 2.5 million people passed through the airport. This resulted in 96,000 creative changes as passengers fought to own the messages of support en route to games around the country.

“We were blown away by how flexible and collaborative APN Outdoor were and how excited they are to challenge and stretch the legs of their own systems,” said DDB CD Mike Felix. “It was a total collaboration with them dedicating a portion of their team to join ours to really bring the campaign to life.”

APN Outdoor GM Mike Watkins said, “We pride ourselves on delivering smart and creative solutions for our clients. The Auckland Airport environment allowed Steinlager and Guinness to truly engage rugby supporters in a memorable way.

“I would like to thank DDB and Auckland International Airport for working with us collaboratively to execute this remarkable concept.”

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