PACESETTERS
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Rugby World Cup 2015, Airline Activation
AIR NEW ZEALAND
The Hobbit) but its latest effort may be the
Sponsors of the All Blacks, Air New Zealand,
strangest and most ambitious yet. It boasts
have embraced the Rugby World Cup weeks
Hollywood production values, CGI aliens, actor
ahead of it kicking-off to create a rugby-themed
Rip Torn, a troop of dancers in Air New Zealand
safety video featuring members of the All
outfits and some product placement by Adidas.
Blacks.
Feedback on the video has been mixed with some
The Men in Black themed song-and-dance
finding it cringeworthy and highly embarrassing
extravaganza stars a host of current players
for the players involved, whilst others think it’s a
including Richie McCaw and Dan Carter as
stroke of marketing genius. Regardless of
well as cameos from former England captain
personal opinions, it stood out from the crowd.
Martin Johnson and Australian David Campese.
Air New Zealand must be praised for creating an
engaging and entertaining safety video that people
Air New Zealand is well-known for its eye-
actually want to watch, which is surely the whole
catching safety briefings (in 2014 it focused on
point?
EMIRATES
Meanwhile Emirates, an official sponsor of the
Rugby World Cup, utilised its ambassadors
Mark Cueto, Danny Cipriani, Ben Foden, and
Jamie Noon to launch a flag hunt in the first
four RWC host cities. This idea was used to
find the Official Flag Bearers for the
tournament with the objective of this being to
connect with young passionate fans.
Over 80 Flag Bearers have been recruited
nationwide, by uncovering photographic clues
shared on Emirates Facebook, Twitter or
Instagram and then searching for the flag in the
given city. Once located, entrants had to upload
a flag selfie, using the #EmiratesFlag to be in
with a chance to win. This campaign generated
hundreds of entries through social media
channels, creating huge brand reach and
engaging with teenagers passionate about
Open to 14-16 year olds, the competition gave
rugby. Whether or not 14-16 year olds fit into
local rugby stars of tomorrow the chance to win
Emirates core target audience is questionable.
the once-in-a-lifetime experience of leading a
However those who engaged with the
team out of the tunnel at one of the Rugby
competition were likely to have a positive
World Cup 2015 matches.
affiliation with the brand.