Brand Experience

Vodafone Lion Tour Fan Zones

The Opportunity

A tale of triumph - publicising the almighty roar of a rugby partnership.

When Vodafone signed as a premium partner for New Zealand Rugby in 2017, they turned to Uno Loco to publicise the deal. The result was Project Roar – a series of unique activations around the British Lions Tour at Fan Zones across the country.

Our Approach

The Vodafone Stadium Live app allowed fans to download the best seat in the house – no matter where they sat. Six different angles of play were streamed live during the match, so fans could follow the action on the field and on-screen. Uno Loco created a fun interactive activation within the Fan Zones to promote the app and raise awareness of the Vodafone partnership.

Fans could have their photo taken as if they were at the game and share it on social media. On each game day we selected fans who had their photos taken in our stadium set-up and surprised them with a VIP match experience. They were escorted into a Vodafone branded car and driven VIP-style to the stadium, where they had a premium experience watching the All Blacks and Lions live.

The Impact

More than 3000 photos were taken in the Fan Zone Green Screen activation, with an estimated social reach of 300,000. Vodafone used their incredible technology to support the Lions tour. We used our creative smarts to take their ingenious app and promote it to the fans.

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