TBWA\NZ Group has launched ANZ’s sponsorship of Auckland FC with a new platform and integrated creative activation that set football fans on a frenzied dash across the city.
The campaign celebrated the unique occasion of launching a new sports team by rewarding fans who joined ANZ in backing Auckland FC from ‘Day 1’.
Under the ‘Auckland Forever’ platform line, created to recognise both the bank’s commitment to the city and what the club means to fans, TBWA\NZ launched an eye-catching campaign seen across print, online and OOH.
But stepping up to score the winner was an activation that tapped into the unique fan culture and identity that comes with supporting a football club, especially a new club that fans have backed from the very start.
Utilising special out-of-home placements across the city, ANZ gave away more than 200 limited edition Auckland FC ‘Day 1’ football shirts.
Over five days in the build-up to the first game, the shirts were hung around Auckland for eager fans to find and to show their support from day one.
“We wanted to create something that spoke to not just football fans, but recognised the city as a whole and the buzz that exists for the club. Football is on a huge growth trajectory with a fan culture that offers us such rich territory,” says Shane Bradnick, CCO of TBWA\NZ.
“The integrated solve between TBWA\NZ and Eleven, with support from AO Studios, was an incredible piece of work that generated a phenomenal amount of hype whilst smartly focusing on ANZ’s back-of-shirt sponsorship placement.
“The activation in particular was great to see, we had people camped out for hours, driving around for miles and generating a huge amount of goodwill for ANZ. It demonstrated how a bank can show up in culture, in a disruptive way,” Bradnick adds.
Whether in Takapuna, East Tamaki, or anywhere in between, the jerseys were made available for free – first come first served. Fans just had to follow the ANZ Instagram page to find the clues released by the bank and via select content creators.
“There will never be another day one or game one. ANZ is incredibly proud to play a role in helping all of Auckland get behind this exciting new team right from the start,” says ANZ General Manager of Marketing, Matt Pickering.
“As back of shirt sponsor for Auckland FC we needed a unique way to bring our sponsorship to life and demonstrate our support for the club and the region at large.
“It was incredible to see so many people in their Day 1 shirts at the match and reward the fans whom have already shown so much passion for Auckland FC. What a special moment to be part of. Well done to the agency team for sending this one straight to the back of the net!” Pickering added.
Auckland Forever will make its next appearance at the upcoming Kiwi Classico between Auckland FC and the Wellington Phoenix on December 7.
Credits:
Shortlist
Client – ANZ Aotearoa
Creative Agency – TBWA\New Zealand
PR, Social & Influencer Support – Eleven
Production – AO Studios
Media Agency – PHD
Outdoor Advertising Partners – Phantom & Shout
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