Our challenge was to create a platform with longevity that would entrench BNZ in the hearts and minds of rugby fans in NZ. It also had to be turned around quickly for the 2012 finals, while also steering future activity.
Initially the brief was for stadium activation only, however through the concept development process we came up with an idea that went beyond in stadium to further deliver on our awareness objective.
How we did this was by getting NZ celebrities to join together in a the first official tweet commentary of the Super 14 finals.
The campaign was supported by:
- seeded tweets
- online advertising - display banners, page takeovers, Facebooks ads
- in stadium media – site hoardings, programme ad, big screen
- in store media – digital signage, POS posters
- a game day pie; created by Simon Gault and delivered to key media
Result:
Total website traffic = 14,748 with an average dwell time of 5.51 minutes
