SOLUTION:

In September 2011 we again used the Haka Man to galvanize the nation in a massive show of support for the All Blacks as their challenge began to ultimately win the RWC on home soil.  We wanted fans to come together in a single unified show of support: ‘the All Blacks are stronger when we all come together as one’.

So we developed a two-part campaign. Phase one was all about recruiting fans and aggregating support, with phase two being the combined show of support.

In phase one, we used TV, YouTube, facebook, banners, on-and-offline media, a schools initiative, and PR, to drive people to standinblack.co.nz where they could upload their show of support for the All Blacks.

The second phase of the campaign was designed to showcase the fans support for the All Blacks as they progressed through the quarters, semis and finals.
Using all fans photos and videos submitted during the stand in black phase we created experiential and traditional creative to showcase and reward the support of the fans across online and outdoor that culminated in a spectacular 3D projection event on the night of the semi finals.

When the All Blacks finally lifted the cup we created a celebratory video to congratulate the team from adidas and the fans.

RESULTS:

The results were fantastic, exceeding client and agency expectations across awareness and engagement from fans.

Awareness:
The ‘all in’ video had over 2 million views on YouTube. (It also picked up a number of awards in Germany, including number one most viewed video, October 2011.)