Automotive brand GWM has activated its official partnership with the One New Zealand Warriors NRL team in an out-of-home (OOH) campaign created by independent agency The Hallway.

The campaign features the GWM Tank 300 in various playing positions on the rugby field and will run across OOH sites in New Zealand for the remainder of the NRL 2024 season.

Head of Marketing & Communications, GWM Australia & New Zealand, Steve Maciver, said: "Echoing Dean’s comments, the link between the strength and athleticism of the Tank 300 and the One NZ Warriors was obvious and the campaign developed quite quickly as a result. One of the key objectives of GWM’s partnership with the Warriors was to connect and engage with the team’s fans. So, creating a campaign that provided a direct reference back to the sport and the team those fans so loyally support was our way of giving a nod to the Warriors while introducing the rugged Tank 300 to prospective Kiwi buyers."

The Hallway Creative Director, Dean Hamilton, said: "GWM are a huge part of this team and the entire One New Zealand Warriors NRL club. So there was a natural synergy in comparing the brute strength, agility and powerful performance of the Tank 300 to the players on the field. When you look at the sheer size of some of these athletes, “Tank” is most definitely a word that springs to mind. And from there, the campaign almost wrote itself as we created a different ad for every position on the field."