AUCKLAND, Today: Over the weekend, Steinlager (with a little help from DDB) made an unusual play for a beer brand – they launched a laundromat. But not just any laundromat, it’s the Black Laundry.
Nestled in the heart of Auckland, the Black Laundry is the start of a movement, the home of loyalty and the centrepiece of Steinlager’s newest campaign, Colour Yourself Loyal.
Running until the start of November, and open ahead of every All Blacks match, Steinlager aims to inspire Kiwis to show their true colours by making a clothing sacrifice to get behind the All Blacks.
Fans [who need to be over 18] can bring any garment to the Steinlager Black Laundry at 450 Karangahape Road to be dyed and dried. To book in a pre-game sacrifice, fans must go onto blacklaundry.co.nz (scroll down) to secure a spot.
To ensure Kiwis from across the country are given an opportunity to take part, an online competition will run on social media for fans outside of Auckland. The Steinlager Black Mail competition launches Monday 30 September, with one winner picked each day over the duration of the campaign to have their garment sacrificed.
DDB ECD Gary Steele says they wanted to promote nationwide camaraderie and inspire people to do something a little different to show their loyalty to the All Blacks.
“One keen supporter dyed her wedding dress black – a sacrifice that made headlines.”
“Steinlager has been proud to support the All Blacks for many years,” he said. “To demonstrate that support and make it feel fresh in 2019, we knew we needed to do something special.
“What we’ve created is a campaign that celebrates the way the All Blacks help Kiwis put aside their differences and come together in support of something bigger than themselves.”
Lion marketing director Rachel Ellerm says the power of the Colour Yourself Loyal platform has been demonstrated through the way it has been brought to life in so many ways, in such a comprehensive integrated campaign.
“From our teaser film to the incredible immersive experience of the Black Laundry to our in-store activation – this is a campaign with so many moving parts but they all have that singularly compelling unifying thread,” she said.
The Steinlager Black Laundry was open to members of the public from Saturday, 21 September from 6:30pm – 11:30pm, with a media launch to 25 media and influencers occurring earlier in the day.
Already fans have been answering the challenge, with one keen supporter – Auckland’s Elle Crowhurst – dying her wedding dress black. Her sacrifice has made headlines in New Zealand and further afield.
The campaign is rolling out with a 45” and 15” tvc, an online booking platform for the Black Laundry, extensive social media coverage supporting the laundry and Black Mail competition, a NZ Herald false front cover, radio promotions and an exclusive with The Project with a competition to giveaway a $10,000 cash prize.
CREDITS
Client: Lion
Commercial Director: Craig Baldie
National Marketing Director: Rachel Ellerm
Brand Director – Domestic Beer & Craft: Dave Pearce
Senior Brand Manager – Steinlager: Geoffrey Kidd
Brand Manager – Steinlager: Kate Abercrombie
Agency: DDB Group New Zealand
Regional Chief Creative Officer, NZ/AU: Damon Stapleton
Executive Creative Director: Gary Steele
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie
Art Director: Zac Lancaster; Gareth Rice
Copywriter: Geordie Wilson
Copywriter: Kiran Strickland
Business Partner: Jennifer Travers
Senior Business Manager: Michael Doolan
Business Coordinator: Maddie Page
Chief Strategy Officer: Rupert Price
Executive Planning Director: Lucinda Sherborne
Executive Producer: Judy Thompson
Senior TV Producer: Samantha Royal
Production Company: Goodoil Films
Executive Producer: Mark Foster
Business Director: George Mackenzie
Director: Michelle Savill
Production Designer: Chris Elliott
DOP: Andrew Stroud
Offline Editor: Dan Kircher
Colourist: Dave Gibson
Online: Blockhead VFX
Composer: Mahuia Bridgman-Cooper, Franklin Rd
Sound Mix: Shane Taipari, Franklin Rd
Media: Zenith Media
PR: The PR Shop & Mango Communications
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