Whether we’re cheering on our kids’ teams on a wet Saturday morning or watching a game at the FMG Stadium on a chilly Saturday night, sports is part of our lives at HGB. So when we found out a match between the All Blacks and Argentina was coming to town, we jumped at the chance to get in on the action.
HGB was approached by the Waikato Rugby Union to develop a creative pitch for marketing and promoting the game. Our pitch was successful, and we got the job of overall media campaign management.
HGB creative director Kylie Harcourt says to say the team was excited was an understatement. “All of us at HGB have an interest in sports, so we have a lot of fun when it comes to sports marketing We’ve worked with a number of sporting teams and events over the years, but the All Blacks are certainly in a league of their own.”
However, sports marketing has its own challenges. “Often the governing body has a set of robust guidelines that material needs to comply with,” explains Kylie. “But we love the challenge of adding our own creative touch while working within these parameters.”
The goal was simple: a sell-out game.
HGB was responsible for the overall media campaign management, which included media buying, advertising management and creative execution. We also planned how the advertising budget would be spread across all advertising mediums: newspapers, billboards and online (the main focus).
“We used our resources and relationships to source the best prices for media advertising and secure the best placement for every ad. We took over New Zealand Herald’s cover and you couldn’t drive through Hamilton without seeing a billboard promoting the game,” says Kylie.
HGB also created the artwork for every ad, all of which had to be approved by the New Zealand Rugby Union.
“Our creative pitch won us the job, but the actual campaign was executed using the New Zealand Rugby Union’s creative concept. The artwork had to meet the robust specifications set out by the union, so attention to every detail was absolute key,” says Kylie.
A sell-out game AND a win for the All Blacks? It was a perfect outcome for HGB and rugby fans alike!