Rugby fans fight for their territory in Airport domination


AUCKLAND: In a first-of-its-kind campaign, leading Outdoor media company, APN Outdoor, in partnership with DDB and Steinlager, completely dominated Auckland Airport and transformed it into a real time battleground. 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, official partner of the All Blacks, Steinlager, 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 Auckland Airport. By integrating bespoke image recognition software, each site changed before their very eyes. To further engage fans, mobile WAP technology made it possible for these sports fans to completely override every sign across both terminals instantaneously.

The battle between teams was fierce and over the 6 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 enroute 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. It was a total collaboration with them dedicating a portion of their team to join ours to really bring the campaign to life,” commented Mike Felix, Creative Director, of DDB.

APN Outdoor’s General Manager, Mike Watkins remarks, “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”.




APN Outdoor is New Zealand and Australia’s most progressive Outdoor advertising company; leaders in the Digital Billboard, Billboard, Transit, Rail and Airport advertising categories. Whilst dominating traditional outdoor formats, the company also maintains particular focus on growing and developing their digital portfolio, establishing APN Outdoor as the unrivalled leaders in this space. In addition, APN Outdoor have established themselves as vanguards in research, investing in several market leading studies, that prove the power of the medium and foster innovation and growth throughout the sector. APN Outdoor boast over 36,000 high-impact, attention-grabbing locations, dominating major city skylines, roadways, rail-stations and airports across both sides of the Tasman.

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