New Zealand shoppers will be able to watch live as the All Blacks and All Blacks Sevens strut their stuff on the runway, via digital screens across the country as part of Jockey’s Fashion Week show.

The event will see Jockey takeover 18 dynamic digital panels in six New Zealand shopping centres this Friday 1 September for the half-hour show that will also feature Jockey Women’s ambassador Matilda Rice.

The six centres include Bay Fair, Botany Town Centre, Northlands, Queensgate, The Palms and West City.

Adam McGregor, General Manager oOh!media NZ, said that the live-feed element of Jockey’s campaign was a great way to demonstrate what was possible with oOh!’s dynamic full motion assets.

“The innovations we’re delivering to the NZ market present an incredible opportunity for advertisers to think outside the box in terms of how they’re reaching different audiences and creating a customer journey,” he said.

“Bringing a live event like this onto digital panels in the retail environment allows us to create an innovative path to purchase where audiences are close to retailers, like Farmers, if they are inspired to buy something they’ve seen in the fashion show.

“We know that as the technology progresses the possibilities are almost endless for advertisers and it’s great to see the advertising industry getting more creative with what’s at their disposal.”

The live feed will come via ZM, who have partnered with Jockey for the fashion show and will be streaming the event through their social media channels.

Will Radford, Jockey Marketing Manager, said that seeing the All Blacks in their Jockeys has become a highlight of Fashion Week.

“We know that people look forward to seeing the boys on the runway and this year we’re making it bigger and better for the launch our Good Morning campaign.

“It’s the first time we’ve taken a live stream of our show into shopping centres and we’re excited to be able to amplify it to more shoppers all around the country with the help of oOh!media and our media agency OMD.”

The live stream will commence at 7:30pm on Friday 1 September and will support a broader Out Of Home campaign launching the new Good Morning range on oOh!’s dynamic retail Shopalives across 18 centres around the country that went live on Monday, 27 August.

Download the press release here.