ONE SHOT FOR GLORY by Clemenger BBDO Wellington for NEW ZEALAND PROFESSIONAL FOOTBALLERS ASSOCIATION

ONE SHOT FOR GLORY

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Industry Sports Teams & Events
Media Direct marketing
Market New Zealand
Agency Clemenger BBDO Wellington
Executive Creative Director Philip 'duster' Andrew
Creative Director Paul Nagy
Copywriter Dan Moth
Designer Peter Montgomery
Producer Scott Mcmillan
Digital Creative Terry Williams-Willcock
Released November 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: NEW ZEALAND PROFESSIONAL FOOTBALLERS ASSOCIATION
Product/Service: ALL WHITES FOOTBALL TEAM
Agency: CLEMENGER BBDO
Date of First Appearance: Nov 23 2009 12:00AM
Entrant Company: CLEMENGER BBDO, Wellington, NEW ZEALAND
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Paul Nagy (Clemenger BBDO)
Copywriter: Dan Moth (Clemenger BBDO)
Art Directors: Martin Hermans, Ronojoy Ghosh, Isaac Nana (Clemenger BBDO)
Producer: Scott McMillan (Clemenger BBDO)
Digital Creative: Terry Williams-Willcock (Clemenger BBDO)
Designer: Peter Montgomery (Clemenger BBDO)
Account Service: Jill Pinfold, Jonothan Hales, Mike Higgins (Clemenger BBDO)
Digital Producer: Jo Gilchrist (Clemenger BBDO)
Website Design: Salted Herring (Salted Herring)
Media placement: Newspaper Advert - Dominion Post - 24 August 2009
Media placement: Radio Advert - TRN Network - 24 August 2009
Media placement: Online - Facebook - 26 October 2009
Describe the brief/objective of the direct campaign.
In New Zealand, football has almost no following. So when the All Whites had one chance to reach the Football World Cup, they would need all the support they could get. Our job was to fill Wellington stadium with supporters for their do-or-die qualifier against the higher ranked Bahrain. We somehow had to unite a rugby-loving nation behind a football team that had little support. We also had to establish ongoing contact for the future World Cup campaign.
Explain why the creative execution was relevant to the product or service.
We already knew that football fans would attend. We had to attract those who didn’t follow football. We achieved this by creating a once-in-a-lifetime event, which helped unite a nation behind its team and keep people engaged for future promotion.Nothing like One Shot For Glory had been attempted before. It also had the potential to make headlines, spread virally, be owned by the army of new fans and ultimately rally the support the All Whites needed to win. One Shot For Glory also became a fitting tribute to this historic match.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our goal was to sell out Wellington stadium. To achieve this, we devised a way to ignite New Zealander’s passion for their countrymen- and keep them in contact. Our idea- Join the All Whites at the match and join them in the biggest team photograph ever taken: One Shot For Glory- a real photo uniting the team with every supporter at the stadium.We used traditional media, direct communications to sports clubs and a website that engaged New Zealand with their team and drove directly to thousands of ticket sales.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within weeks of launch, Wellington stadium sold completely, including extra seats added to meet demand. It was New Zealand’s biggest ever football crowd- 35,146 fans. It attracted massive unpaid PR, soon becoming New Zealand’s biggest sports story. The slogan became the war cry for the army of new fans.We reached our non-football audience and provided the support the All Whites needed to win. All those who appeared in One Shot For Glory were then able to tag themselves in a virtual stadium on Facebook, creating a group of 14,800 members who will be marketed to for the upcoming 2010 Football World Cup.