AMI - BallBlast - Pickpockets & Loose Women

Turning super-fans into super-athletes

opportunity.

To increase brand awareness and goodwill for AMI Insurance by means of its principal sponsorship of the Crusader’s Rugby team.

solution.

Design an all-new halftime show. A world’s first, Ballblast, turned fans into fierce competitors as they raced for bragging rights, cold hard cash and broadcast fame.

/ client

AMI Insurance NZ

/ project

Rugby Halftime Show

more to the story.

AMI, one of New Zealand's largest insurers, is also the principal sponsor of Canterbury's famed Crusaders Rugby team. AMI was looking to breathe some fresh air into their brand, and the Crusaders Rugby fandom (= really everyone in New Zealand) provided a fertile, organic opportunity. We originated an entirely new halftime show, called Ballblast, which allowed super-fans to battle for 20 minutes in-between games. The worlds-first game repositioned AMI as a youthful brand that was as passionate about rugby as the most die-hard kiwis. Touchdown!! Actually, in Rugby that is called "Try!"