Steinlager - Alt Blacks

opportunity

Steinlager asked DDB for their help breaking through to 18-34 YO and female audiences, by leveraging their partnership with the All Blacks. They brought Mediacom, Mango and LetsPlay.Live along for the ride.

execution

Fronted by Sir Graham Henry and real life All Blacks, Steinlager put out the call. 23 lucky Kiwis were recreated as an avatar in the video game Rugby Challenge 4, promoting the cause on billboards, social media and in the media. The campaign was delivered across earned, OOH, TV, Twitch and social platforms, culminating in a livestreamed Alt Blacks esports match, hosted by a pro rugby commentator and featuring a gaming influencer playing against a a real life All Black.

result

The livestreamed Alt Blacks match went head-to-head with an actual All Blacks match and won, reaching 4 million fans. The entire campaign reached 15million total, achieving the goal of peak brand awareness with 18-34 yo in the past decade, and collected awards including Entertainment Grand Prix at Spikes Asia 2022 and 5 x Beacons Awards, including Agency of the Year for DDB.