Steinlager wanted to break through to 18-34 YO and female audiences by leveraging their partnership with the All Blacks, a legendary team that Kiwis of all backgrounds dream of one day playing for.
Together with Steinlager and their agency partners we created the Alt Blacks campaign, giving regular Kiwis the chance to play in a black jersey for the first time.
Fronted by coaching legend Sir Graham Henry and some of the real life All Blacks, Steinlager put out the call and 23 lucky Kiwis were selected. Each player was recreated as an avatar in the video game Rugby Challenge 4 and appeared on billboards, social media and in the media to promote the cause. The campaign culminated 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.
Produced by LPL, the livestreamed Alt Blacks match went head-to-head with an actual All Blacks match and won, reaching 4 million fans, with the entire campaign reaching 15million in total. The campaign achieved 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!