BLUES IS A CLUB MADE OF THIS PLACE
The Blues might be a rugby club, but they are much more than that.
The Blues represent the most diverse region in New Zealand, from Cape Reinga in the Far North of Te-Tai-Tokerau (Northland) right through the vibrant and multi-cultural heartland of Tāmakai Makaurau (Auckland).
The diversity represented in the people and geography of the region makes them stand apart from the rest of the competition in Super Rugby. And it’s that diversity and multi-culturalism which has been present from day one at the club through players, coaches, staff and fans, which continues to be reflected today.
In the face of increased sporting competition in Auckland, including the introduction of Auckland FC this year and Moana Pasifika shifting its home base to North Harbour Stadium, the Blues have created a new campaign that helps to tell its story a bit more, reflect its fan base, and connect in with the growing and diverse community of its region.
“We want to remind our community that we’re more than just a rugby team, we’re a club, and our fans play such an integral part of that. ‘We are made of this place’ shows how our club is made of the combined strength of many cultures, drawing on the unique multi-cultural make up of our rohe (region),” said Tim Ellis, GM Marketing & Communications at the Blues.
The Blues campaign comes to life in out of home across bus and digital billboards, plus video through paid social, YouTube and TVNZ+. The campaign supports the Blues regular ticketing marketing activity. The video content features fans and players, while the out of home features words of encouragement in support of players on the field.
Created and produced by agency True, the Blues also pulled on the support of its community to make this happen, including talent and facilities. In particular, the Blues partnership with AUT meant they could shoot video content in the impressive AUT Virtual Production studio utilising the skills of staff and students.
Matt Heays, True Creative Director and Partner, says “it’s been amazing to meet people from across the region, to hear their stories and share in their passion for their culture, community and for the Blues team. It was really important to the team that the creative was focused on the community that supports them.”
“The opportunity to use our virtual production studio came about through reconnecting with AUT Communication Studies alumni now working to tell the Blues’ stories. This technology is at the cutting edge of screen production and helps us to realise creative ideas quickly and effectively. It was great to welcome the teams from True and the Blues into our studio and to see them work alongside our students.” said Dr Rufus McEwan, Deputy Head of School, School of Communications Studies.
The campaign launched this week, at the same time as the nib Blues wāhine celebrate their second consecutive Super Rugby Aupiki title, and the Blues men continue to bounce back and climb the table after a tough start to the season.
Credits
Creative agency: True
Media agency: Dynamo
Production Partners: AUT (Auckland University of Technology)