The Challenge Presented:

Being the lead global sponsor of the Tottenham Hotspurs Premier League football team, AIA needed to create an interactive fan experience at the Hotspurs vs Auckland FC NZ International Football Festival game at Eden Park in Tāmaki Makaurau. The activation needed to reinforce AIA’s purpose of helping New Zealanders live Healthier, Longer, Better Lives, creating a memorable match-day experience that extended beyond the final whistle.

The Strategy Created:

As this was to be an extension of the AIA Vitality program, the activation needed to be an interactive fan experience that encouraged movement, participation and friendly competition – enter, the Every Move Counts reaction cube.

A branded AIA Vitality reaction cube was fitted with reactive light sensors. Participants had a limited time to tap as many illuminated lights in the form of footballs as possible to achieve the highest score. Scores were recorded on a live leaderboard and displayed at the Activation. The top 4 players received a Tottenham Hotspurs kit and AIA was able to retain all player data.

The Strength Achieved:

Bastion put AIA in a position of strength by creating a strong presence for the brand on the day. The activation proved to be one of the most popular fan-engagement-moments available and the activation remained in line with the wider AIA Vitality program.