HELP US MAKE HEADLINES by Clemenger BBDO Wellington for NEW ZEALAND PROFESSIONAL FOOTBALLERS ASSOCIATION

HELP US MAKE HEADLINES

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market New Zealand
Agency Clemenger BBDO Wellington
Executive Creative Director Philip 'duster' Andrew
Creative Director Paul Nagy
Producer Scott Mcmillan
Illustrator Isaac Nana
Released November 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: NEW ZEALAND PROFESSIONAL FOOTBALLERS ASSOCIATION
Product/Service: ALL WHITES/FOOTBALL
Agency: CLEMENGER BBDO
Date of First Appearance: Nov 11 2009 12:00AM
Entrant Company: CLEMENGER BBDO, Wellington, NEW ZEALAND
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Paul Nagy (Clemenger BBDO)
Writers: Ronojoy Ghosh/Sarah Jackson (Clemenger BBDO)
Art Directors: Ronojoy Ghosh/Sarah Jackson (Clemenger BBDO)
Producer: Scott McMillan (Clemenger BBDO)
Account Service: Jill Pinfold (Clemenger BBDO)
Media: Kerri McDonald (Clemenger BBDO)
Illustrator: Isaac Nana (Clemenger BBDO)
Media placement: Newspaper Advert - Capital Times - 11/11/2009
Results and Effectiveness
Part of a larger online campaign, this media innovation exceeded all expectations in terms of success. People were intrigued to see these footballers all over their familiar sports pages and our call for support was answered. Every seat in Wellington Stadium sold, including extra seats added to meet demand. It was New Zealand’s biggest ever football crowd- 35,146, who cheered the All Whites to victory and a place in the Football World Cup.
Creative Execution
To motivate a nation with little interest in their team, or the sport of football, our call for support would have to fight to be heard.To elevate this match to the biggest sports event on the calendar, we dominated the sports page of Wellington’s Capital Times with silhouetted footballers in the all the headlines. Nothing like this had been attempted for a sports event before in New Zealand and was the ideal way to reach a large audience with our urgent message.
Insights, Strategy & the Idea
In New Zealand, football has almost no following. So when the New Zealand Football team, the All Whites, had one chance to reach the Football World Cup, they would need all the support they could get.Our task was to fill Wellington stadium with supporters for the All White’s 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 use a very small media budget to achieve our goal of 100% ticket sales.This dictated going beyond advertising to a new media innovation.