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Brands use oOh!media assets to get creative during RWC

Fuseworks Media
Fuseworks Media

While New Zealand’s All Blacks did not manage to make it three in a row at the 2019 Rugby World Cup, a number of local advertisers were winners when it came to using creative and contextual advertising executions across oOh!media’s classic and digital network across the country.

Over the past couple of months, oOh!’s assets have been used for a variety of campaigns as the competition unfolded, with brands tying their messaging in to the event and reaching a wide range of consumers.

Air New Zealand, for example, executed a popular campaign that announced teams and support messages to the All Blacks at street level in real time. Straight from the sports desk, such messages included ‘Fasten your seatbelts! The All Blacks team to face Ireland is announced at 3.30pm’.

TVNZ also took advantage of Ooh! digital screens to promote their coverage of the RWC. With TVNZ securing 12 of the scheduled 48 RWC matches free to air, it was crucial to ensure New Zealanders knew when to tune in. Ooh! digital day buys were a key element in driving national coverage, complementing their other activity.

Mondelez launched a Cadbury brand campaign stating, ‘When watching rugby everyone gets their favourites’. Visuals showcased hands diving into the chocolate box across oOh!’s digital panels in high foot-traffic retail centres - a simple and highly effective addition to an existing campaign.

ASB Bank also featured the iconic fern and All Blacks logo to showcase its support off the back of its successful Clever Kash campaign, proving content can be easily tailored on oOh!’s multifunctional panels.

In a more physical campaign execution, Sky installed stadium seats in nine shelters across Auckland, Wellington and Christchurch celebrating the theme of sport in line with their ‘Life Needs More Sport’ campaign.

oOh!media New Zealand GM Nick Vile said: "These campaigns demonstrate the power of delivering adaptable and contextually relevant messages to create hype around current events. "Out of Home advertising is the ideal format to reach target audiences at times when they’re paying particular attention to a major sports competition like the Rugby World Cup, and these brands’ creativity showcased what can be done to power engagement and drive sales."

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