Blues

Paint it Blue

Services:
Brand
OOH
Social

Challenge

Heading into the 2021 season, The Blues wanted to inspire fan tribalism and fill Eden Park. But many Aucklanders are originally from somewhere else – they’re loyal to their own home teams. And how can you win over the one-eyed?

Solution

We set out to convert the unconvertible. Andrew ‘Mulls’ Mulligan – co-host of The Rock’s breakfast show and passionate Hurricanes supporter – was a sitter. In a high profile live radio promotion, we pranked Mulls on air, claiming that he now bled blue. His car was rebranded, he appeared on billboards wearing the team strip, and even his kids were decked out in personalised Blues merch.

Success

The campaign reached over 100K listeners on-air and over 300k via social media. Loyal Blues supporters were vocal, and even Blues players waded in to send Mulls personal text messages to celebrate the conversion.