Carat Battles Elements For Highest Billboard
4 July 2005
Carat Battles Elements For
Independent media agency Carat New Zealand come up with yet another unique property for the adidas Lions Tour All Blacks campaign – New Zealand’s highest billboard!
First there was the epic 3-minute TVC played across three channels at peak time. Then there was New Zealand’s first dedicated, content-driven ITV (Interactive TV) channel on SKY Digital Channel 915. Then there was the unprecedented “ambient” campaign in which huge, 6m silhouettes of an All Black doing a haka appeared all over New Zealand.
Now Carat has erected a massive billboard measuring 25m by 7m on Auckland’s iconic Sky Tower – making it the highest (and one of the biggest) billboards in New Zealand.
A large team of riggers from sign company Rocket Signtists has battled high winds, cold, and rain to erect the mighty billboard featuring the adidas “haka man” silhouette and the new All Black Lions Tour slogan “Stand in Black”.
“Erecting New Zealand’s highest billboard in the midst of winter is no easy task,” says Carat New Zealand Client Service Director Matt Berry. “I take my hat off to the brave folks at Rocket Signtists for performing above and beyond to get the huge sign up.”
“The billboard will be a talking point – it’s visible from all over the city and really makes a positive statement. We wanted to come up with the most visible way for adidas to generate support for the All Blacks and I reckon we’ve pulled it off.”
While the new billboard is turning heads in central Auckland, the Interactive TV SKY Digital Channel 915 (the “915” is the model number of the adidas rugby boot sported by the All Blacks) has attracted an estimated 2.26 million viewers during June, spending an average of 16 minutes each visit, and over 50,000 people have played the channel’s interactive rugby game to win prizes.