Steinlager‘s campaign for the Barfoot & Thompson Auckland Marathon carried a clear message: the beverage brand loves to celebrate ‘New Zealand’s Finest’.
The campaign was made unmissable to marathon runners, walkers and supporters on November 2 as Steinlager’s agency partners used every media channel along the route – and even invented a few new ones.
Lauren Dyke, Steinlager’s senior brand manager at Lion, says: “Steinlager is all about celebrating New Zealand’s Finest and on Sunday we proved that by celebrating every legend who passed the start line of the Auckland Marathon.
“We worked tirelessly with all our partners, leaving no stone unturned when it came to leveraging this sponsorship and creating a memorable campaign. Cheers to all those who helped pull this off and of course the Steinlegends who ran and walked the course.”
The city-wide takeover was crafted by PHD Aotearoa with creative from The Tuesday Club, Corner Store and LAB 5, and made possible by QMS NZ and MediaWorks.
Media en route
The campaign began with Steinlager and MediaWorks’ George FM hosting a series of Diplo-inspired run clubs, creating a music festival-style atmosphere before the big day.
On Marathon day, runners became walking billboards in Steinlager Pub Run Club t-shirts, while QMS OOH placements – both existing and newly created – lined the route with messages of motivation.
Temporary neighbourhood billboards and teams of supporters carrying Steinlager signage added to the atmosphere.
A digital takeover also saw every screen along the course play Steinlager’s messages in full motion, creating a moment of inspiration for participants and spectators.
A bonus backdrop
Next came the notorious Auckland Harbour Bridge climb.
Every selfie from the bridge included a bonus backdrop – a 12-metre Steinlager bottle floating in the harbour beside the famous Steinlager 2 yacht.
Philippa Allnutt, creative integration lead at PHD Aotearoa, says: “Steinlager’s brilliant platform supplied by our creative partners called for a show-stopping media execution of grand proportions, and we rose to the challenge.
“We brought together a network of creative and clever partners to help pull off this feat and that is absolutely what QMS NZ and MediaWorks unlocked for this campaign.”
A city-wide presence
QMS NZ/MediaWorks says: “We are proud to have partnered with Steinlager to bring this campaign to life.
“The whole journey, starting with the energy and community built by the George team’s Diplo-inspired run clubs, set the stage for an epic activation.
“Our QMS NZ/MediaWorks outdoor network then turned the entire city into Steinlager’s canvas, ensuring their message of motivation was seen by every runner and spectator.
“Successfully demonstrating the scale, impact and immediacy of outdoor to convert that excitement into a powerful, city-wide presence.”
Celebrate with Steinlegends
As runners crossed the finish line, they had the option of enjoying a ‘Steinlegend’ – Steinlager rebranded for the occasion – at the Steinlager bar created by LAB 5.
Participants’ photos were captured and displayed (with their consent) in real time on billboards throughout the city by PHD Aotearoa, allowing runners to see themselves celebrated in the days following.
Marathon runners could then attend the Steinlager tent based at Wynyard Pavilion.
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