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AIG Fanzone: Portable Brand Experience

STAGE ONE | MAGNIFY THE BIG GAME EXPERIENCE Sponsorship Inaugural Activation Programme 2012/2013

The world’s leading rugby activation agency


Magnify The Big Game Experience

Sponsorship Principles:

Engagement Framework:

Strength, Tenacity, Resolve, Honour Principles Activated Through:

Engagement Framework

Values, Value & Reach

Physical Reach

AIG RUGBY: Enable Better Rugby Magnify The Big Game Experience

Physical

For The Love Of Rugby

Values

Exclusive

Inclusive

Digital The world’s leading rugby activation agency

Digital Reach

Value


Summary of Proposal

Activation units that provide unique AIG experiences at big NZ

Stage 1 utilises two units:

matches around the world. “Strength” (Northern Hemisphere) The experiences will be delivered through containers or

“Resolve” (Asia Pacific).

inflatable domes. Costing provided here detail both. Increasing to four units - adding: Aim to see every major NZ match supported by AIG Brand Activation.

“Tenacity” “Honour” - to activate AIG Rugby. Constant, global, grass roots, big game magnification wherever NZ Rugby teams are playing.

tony.gardner@theorangegroup.co.nz +64-27- 600 1134


The Fan Zones

Three deployment modes

Engagement Elements

1. Merchandise Zone

• AIG brand ambassadors - engage & delight

Engage adidas + local sports retailers

• Big screen with live coverage for fan zone outside the

Custom AIG merchandise giveaways thundersticks/water etc.

stadium. • Media hub – leverage local & international media (radio etc).

2. Hospitality Space - pop up bar/ super-fan space

• Photo booths – green screen uploads to Facebook • Tablets with AIG custom content

3.Game Zone – family interactive digital & physical

• Custom AIG Rugby interactive games (physical & digital)

engagement

• Player experiences – meet the players for signing sessions

tony.gardner@theorangegroup.co.nz +64-27- 600 1134


Container Fan Zone Activation

2 x 2 containers per unit, Strength & Resolve

Units work TOGETHER – interchangeable structures!

Units work SEPERATELY – activate different locations!

Easy unit to move logistically – standard transport

tony.gardner@theorangegroup.co.nz +64-27- 600 1134


Inflatable Fan Zone Activation

2 x inflatable structures, Strength & Resolve Inflate to an instantly recognisable AIG Brand Experience Easy logistics & transportation – each packs into a container

tony.gardner@theorangegroup.co.nz +64-27- 600 1134


AIG Fanzone Portable Brand Experience