In interviews with business owners, ASB and Saatchi & Saatchi uncovered insights about the content that would help them achieve their business ambitions. Generally pragmatic and active, many businesses are looking for clear shortcuts, analogies and short snackable content that is easy to 'get'.
ASB is doing things differently from what you’d traditionally see with corporate sponsorships. Early on in the sponsorship process it identified a strong synergy between business and high performance sport. Shane Evans, ASB’s General Manager Marketing said: “It got us thinking about how we could leverage our partnership to provide something unique to our business customers.”
The content series created by Saatchi & Saatchi NZ - ‘An All Blacks Perspective’ - that will run on ASB’s website, YouTube channel, blog and on TV features key members of the All Blacks Management team, sharing nuggets in business through a series of five short episodes from the ‘team behind the team’.
While the All Blacks are revered for their on-field excellence, the meticulous planning off the field is key to building one of the world’s highest performing sports brands (global brand valuation firm Brand Finance put the All Blacks’ worth at $108 million). So rather than use the All Blacks players themselves, ASB and S&S set about sharing insights from the All Blacks team off the field.
Shane Evans said: “The content series gives people an insight into how the All Blacks, one of the most successful sporting teams in the world, continually strive to be number one. We interviewed five of the management team, the team behind the team, and these interviews cover everything from leadership to culture to nutrition. On our blog Steve Jurkovich, our executive general manager corporate, commercial and rural also discusses how the All Blacks insights apply at ASB.
“So far the series has opened up some really great conversations with our customers. I think it’s showed them that we’re not just here to help them with their financial needs, but we also understand the ins and outs of business and we’re here to help with that as well.”
Corey Chalmers, executive creative director, Saatchi & Saatchi New Zealand said: “People would pay huge amounts of money for a management masterclass like this and ASB is sharing it with the business community. There are some real gems in there and it’s a fascinating look behind the scenes of the All Blacks. The team behind the team is one not often talked about, yet they’re the engine room, just like any business. It’s a fresh take on your standard sponsorship model that’s genuinely informative and refreshingly useful for businesses, or anyone with a passion for leadership and performance. It’s typically ASB – progressive, a fresh approach, and genuinely helpful to customers.”
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