AIG AGENCY ACTIVATION BRIEF
AIG & AND THETHE ALLALL BLACKS BLACKS In October 2012, AIG signed a sponsorship agreement with the New Zealand Rugby Union. As part of that sponsorship, AIG has front-of-jersey presence for six national teams. Essentially Points of Difference and Market Knowledge AIG are now looking to appoint an agency to expand on the sponsorship property of which Essentially would like to be a part of. • Unsurpassed understanding of the New Zealand rugby landscape • Established working relationships with the appropriate organisations within New Zealand rugby including: --
Eden Park Trust Board, regional stadium managers
The players and management, including captain, coach and manager
Key All Black sponsors, eg Adidas
• Essentially are proud to represent several like-minded brands with a focus on rugby, however none are conflicting with AIG or the Insurance industry • If Essentially were appointed to activate the global business then we would ensure coordination, cohesion and cost effectiveness at a local level
CSM GLOBAL PLATFORM The four pillar brands within the group offer a range of complementary services that can be offered individually to clients or integrated, to provide a seamless end-to-end service.
CSM Sport & Entertainment boasts world class operations in brand consultancy, rights sales, athlete management, branding and experiential live events, strategic event activation, and major event bidding. The companies delivering these services within CSM are FastTrack, Essentially, ICON and iLUKA.
Essentially offers a forward-thinking approach to sport and entertainment marketing, specialising in brand consultancy, activation, rights sales and athlete management. ICON is one of the worldâ€™s longest established branding implementation agencies with over 60 yearsâ€™ industry experience. We specialise in delivering:â–Ş World Class branding programmes for major global sporting events, organisations and federations. iLUKA are experts in delivering full service, cutting-edge global event activation incorporating; hospitality experience, activation, strategic advice, merchandise and operations at all major events. FastTrack help clients to develop strategies that deliver deeper connections with their target markets through the creation of great engaging content and live event experiences.
ESSENTIALLY NEW ZEALAND Event Management
Sponsorship Sales and Activation
Essentially delivers events in both commercial and corporate spaces. The events team provides a comprehensive range of services to brands and governing bodies. We offer a full event management service, specialising in award ceremonies, sporting dinners, bespoke event creation, hospitality activation, product launches and conferences. Essentially New Zealand organised the 2011 IRB Awards in Auckland, Richie McCawâ€™s book launch, RWC related corporate events, Westpac Kids day rugby event.
The commercial rights sales team specialises in evaluating, packaging and exclusively selling commercial and sponsorship rights on behalf of sports federations, governing bodies, media owners, charities and individuals both domestically and globally. Additionally Essentially New Zealand performs the role of contractual delivery to ensure that both sponsors and rights holder are deriving the maximum benefit from the relationship. After selling Investec into both the Super Rugby and The Rugby Championship, Essentially manages the activation of the sponsorship throughout New Zealand through the NZRU and the individual Unions
Ther rugby player management division is a market leader both domestically and globally. The New Zealand rugby management division represents players at all levels of professional rugby and provides a value-add service unrivalled in the marketplace. Essentially represent 50% of the professional rugby market in New Zealand, including 80% of the 2012 All Blacks. They also represent 90% of the professional coaches in New Zealand and the New Zealand office has over 100 rugby players playing around the world at any one time.
Hospitality Programmes for Corporates During the RWC 2011 Essentially organised bespoke hospitality programmes and various activations for over several brands, including all travel and tour packages.
Brand Consultancy Essentially New Zealand works with both local and global brands to design and implement sports marketing strategies that align to business objectives creating increased value streams and a common narrative.
Essentially New Zealand are experienced in sponsorship activation, hosting, delivering sponsorship goals and objectives and increasing brand exposure. During the Rugby World Cup 2011, Essentially delivered client management services, organised the guest speaker and ambassador programmes, worked with rugby unions, governing bodies and with the New Zealand Government to create the overall experience for over 38,000 guests.
ESSENTIALLY â€“ RWC 2011 CASE STUDY Client Management Managed key corporate clients such as HSVC, Standard Chartered and UBS throughout this period focusing on all their travel and hospitality needs.
Union Activations and Fan Engagement Worked with the WRU and the IRFU by distributing flags to fans to create a green and red stadia showing support for the Welsh and Irish teams.
Ambassador Programme Exclusively managed Andrew Mehrtens, John Kirwan and Josh Kronfeld over the RWC period.
Hospitality Experiential Programme On behalf of Rugby Travel & Hospitality Essentially managed all entertainment at 11 games within the purpose built 3000 capacity hospitality facility at Eden Park Pavilion, entertaining approx. 38,000 people throughout the RWC.
Speaker Programme On behalf of Rugby Travel & Hospitality Essentially managed 109 talent slots across all 48 games throughout the RWC, including 15 slots at the final, 13 slots at each semi final across 7 different venues.
England 2015 Essentially worked with the RFU and ER2015 to manage the hand over event from the 2011 Rugby World Cup to the 2015 Rugby World Cup which will be hosted by England.
New Zealand 2011 Essentially worked with the New Zealand Government department NZ2011 who were tasked with strengthening International business relations and raising awareness around the RWC
OTHER KEY RWC CLIENTS Other key clients Essentially New Zealand worked with throughout the Rugby World C up 2011
An example of a turn key client delivery at the RWC was HSBC. HSBC contracted Essentially to create bespoke packages for over 300 guests and global board members from Australia, Hong Kong and London. Essentially’s roles included: • • • •
Tickets and Hospitality Management All internal flights and transport All entertainment activities Match-day hospitality
• • • • • • •
Pre-match hospitality Hotel Management Security Business Engagement Corporate golf day Transport New Zealand Government liason
OUR TEAM Hannah Hickling
Hannah graduated from Auckland University with a Bachelor of Arts majoring in Film and television and political studies, and has worked in the sports marketing industry for over a decade, both in New Zealand and abroad. Hannah’s career in sports marketing started at SportsBrand Media where she was involved in the on-field commercial delivery at all Super Rugby, NPC and domestic All Black test matches. After completing the documentary, “Dare to Dream”, on Jonah Lomu’s fight with kidney disease, Hannah worked on the 2005 New Zealand Lions Tour before heading to the UK to deliver the commercial program for the 2009 Lions Tour to South Africa. During this time Hannah also worked, among other projects, delivering RugbyTown, the IRB official supporters’ village for the 2007 RWC in France. Hannah returned to New Zealand in 2010 to Head the consultancy team and manage Essentially’s involvement in the Rugby World Cup 2011.
Cecilia is the latest addition to the Essentially NZ sponsorship, events and consultancy division. Cecilia specialises in sports sponsorship with a focus on Rugby. Prior to joining Essentially Cecilia was working for Ogtagon South Africa as the senior account manager on the Toyota and Standard Bank rugby accounts. At the end of 2012 Cecilia was nominated for a Virgin Active Sport Industry Award in the category Best Management of a Team or an Individual Sponsorship. This was for the work she did by being the senior manager of the Toyota Cheetahs Super 15 as well as Absa Currie Cup Team. In addition to this Cecelia was the regional lead for Standard Bank’s sponsorship of the Orange Africa Cup of Nations 2013 Tournament. Prior to this Cecilia worked in Brand Marketing, Consumer Relations & Sponsorships for British American Tobacco, as well as media & PR related work with the BAR Honda F1 team.
Elaine graduated from the University of Otago with a Bachelor of Commerce in 2005. She then moved to the UK where she worked for Investec looking after all of their Corporate Hospitality and Event needs. Elaine returned to New Zealand in 2011 to undertake the role of the Event Manager for Essentially as part of the Experiential Programme with the RWC 2011. Following on from this she worked at a major event agency organising and producing high profile national and international events for major brands within New Zealand.
Head of Consultancy & New Business
Senior Account Manager
Corporate Hospitality & Event Manager
Head of Athlete Sponsorship Dean became involved in Sports Marketing in 2003 when he joined GSM (now Essentially) as Sponsorship Manager. Deanâ€™s responsibilities involve managing the careers of clients such as Dan Carter, Richie McCaw, Israel Dagg and many others. Tasked with sourcing and negotiating significant sponsorship deals for clients, some examples include Adidas, Jockey, Fonterra, Westpac and Mastercard. Dean also oversees the full activation of Investecâ€™s sponsorship of the Investec Rugby Championship and Investec Super Rugby tournaments which include signage, hosting of key personnel, production and logistics.
Lou Thompson CEO, New Zealand
Lou set up GSM NZ in 2001 of which he ran up until the business was sold to Essentially in 2006. He is now the CEO of Essentially NZ and Japan. As well as running the NZ and Japanese offices he also heads up the Athlete Management division of the Essentially business globally. As well as heading up the Athlete Management side of essentially Lou is driving the commercial side of essentially in Australasia, with a focus on sponsorship, events and consulting.
AIG’S SPONSORSHIP AND MAIN GOAL OBJECTIVES AIG have a unique opportunity as first ever true front-of-jersey sponsors of the All Black teams to significantly increase brand exposure and offer a special experience for their hosted guests, employees and fans of the All Blacks. • Increasing brand; consideration, loyalty, advocacy, preference, relevance, understanding, trust and consistency • Extend and develop closer relationship with existing customers • Improve policy renewals and drive sales • Increase employee morale and pride Essentially’s initial thoughts based on the information provided, include the following hosting plan and activation ideas to reflect the All Blacks experience and everything associated with the sponsorship.
KEY THEMES BEHIND HOSTING & ACTIVATION Essentially believe that for AIG to meet their sponsorship goals and objectives the best approach would be to use the AIG Front-of-Jersey Sponsorship as the main theme of the overall activation. Hosting
• To offer a unique experience that only the All Blacks front-of-jersey sponsor can offer
• Consistent messaging across all activations
• Guests are often familiar with being hosted at rugby matches but seldom are hosted with such a direct association with the All Blacks. AIG guests need to feel like they are part of the All Blacks occasion
• Showcasing the AIG branded All Black shirt for the first time in a home test series
• The look and feel of hospitality facilities should be consistent across each region • To ensure the customer is aware that it is an AIG experience and to differentiate AIG from other insurance brands and other All Black sponsors
• AIG to take ownership of the ‘Black Out’ campaign
• AIG’s branding and theming initiatives should be based around the All Blacks imagery
BLACK OUT CAMPAIGN Essentially believe that AIG should expand and take ownership of the developing Black Out campaign. This campaign . . .
Benefits to AIG
Ways we could do this throughout the June Series
• • • • • •
• Generating social media using players input, Twitter, NZRU Facebook page • Using the TVC • Building wrap throughout series • Radio and print advertising • Pre- match hosting • Half time entertainment utilising NZRU All Black AIG jersey • Black AIG ponchos being handed out by AIG promotional girls for those not wearing black
Brand exposure Increases loyalty and employee morale It is cost effective It is a domestic campaign Giving something back Initiatives around activation of the June Series
The Wintergarden at the Northern Club. (This venue overlooks the AIG building)
All Blacks v France games and highlights • A Q&A with Richie McCaw (client). In Auckland only • We could manage the process of gaining access to the Webb Ellis Cup. • In addition we suggest another guest speaker, along the lines of Corey Jane (client), who is currently injured, past All Black John Kirwan (client) • All Blacks v France games and highlights
Guest arrival 17:00 sharp. Richie departing at 17:30. Guest departure to stadium18:30
Christchurch Venue: The George Hotel
New Plymouth Venue: The Waterfront Hotel
Dress code: Black
Catering: Drinks, canapés and bowl food will be served throughout the evening
Photographer A professional photographer will be present taking photos of guests with Richie McCaw ,and other guest speaker(s), to send out post event
TRANSPORT TO THE STADIUM
• Create an All Black experience on the coach on the way to the Stadium
• AIG All Black themed hostesses will accompany all guests from the offsite venue to their seats at the stadium
• Have a video recording from Steve Hansen (client) on the coach en route to stadium
• Each guest will receive a corporate gift bag which could include a branded AIG Adidas jacket, a ref-link, a match programme, and a snack and drink for the game
• Highlight video from historic All Black v France tests • Essentially witll work with City Councils, stadiums and police to ensure a smooth transition from the offsite venue to the Stadium. Working under these conditions, Essentially transported over 300 high profile guests to the RWC final.
The following activation concepts are designed for interactive discussion.
AIG should utilise ‘money-can’t-buy’ experiences to engage their staff throughout the Series. Below are some examples of this: • Have the opportunity for your child to walk onto the pitch with the team
• Concept of incorporating all AIG staff to get your photo on the AIG logo on the All Blacks shirts
• Players to come to office in run up to match to visit employees and boost morale (Tuesdays and Fridays)
• Captains run – the ability to engage with the players on the day before the game
• Hold competitions within the AIG offices around New Zealand for your chance to win tickets for the games, or to sit with the players on the side-lines, or to take the Giant AIG shirt onto the field.
• Wear your shirt to work day on the Black Friday’s pre-match day. Donations can go to charity
• Be in the players tunnel with the ability to film the experience and share with colleagues through the AIG website
OUTSIDE STADIUM (PRE-MATCH) • AIG to take ownership of the ‘Black Out’ campaign • Promotional girls with iPads outside the grounds linking branded photos to Facebook • Cardboard cut outs of All Black team members throughout Auckland • Build a mini fan trail in regions involving local businesses. Or AIG could work with the Auckland City Council to sponsor the Fan Trail • Consistent messaging across all activations • Take over a cinema ‘AIG Black Room’ and show game on match day • QR codes handed out to go into the draw to win – maybe utilise the player hours eg a dinner?
HALF TIME ENTERTAINMENT 1-2 MINUTES
• Utilise the giant AIG shirt in which the NZRU are already producing and bring this out onto the field. Hold competitions to kick the ball onto the I of the AIG. Take out promotional insurance for this. • Continue the use of the AIG shirt by taking it around the stadium, gaining maximum exposure. • This shirt can be used post match for fans to sign in various areas around the country. • Work with Stadiums to create a complete Black Out and have a AIG Gobo on the field
• Create a TVC • Send your good luck message to team, via AIG website, messages shown on big screen • World’s biggest Haka –currently 3600 ish • Prize Gun • Inflatable rugby balls thrown into crowd
IN STADIA • Giant AIG rugby jersey on field then in crowd • Ref Link – with AIG messages • Replicate their ‘key moments in time’ as an exhibition through the concourse • Black AIG flags or ponchos handed out prior to game • Promotional girls with iPads pre match taking photos of fans and uploading straight to Facebook page • Cardboard cut outs of players around stadium
DRIVING TRAFFIC TO AIG WEBSITE • 360 panoramic shot of stadium – go online at AIG website, tag yourself and get sent promotions/product info • Download digital match day programme from website to phone • ‘How much of a fan are you’ – upload photos to website to win • Ticker tape on website with good luck messages in lead up to match day • Upload your photo wearing the New Zealand shirt to win
VISABILITY & ALIGNMENT • Rename products with New Zealand rugby tie up, eg ‘All Black Pension Fund’ • Utilising team and player initiatives to promote and endorse key AIG insurance products such as:
(1) Travel Insurance (2) Accident and Health Insurance
COST STRUCTURE Essentially use two types of fee structures when working on activations â€˘ Off our standard rate card â€˘ On a fixed-fee basis With this particular piece of business Essentially would look to charge any Essentially fees at cost for the June series. This Would be quoted and discussed if appointed, but would exclude any supplier costs, eg Transport costs, venue etc.
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