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ANZ WELCOME THE WORLD

CHALLENGE:

Create hype, buzz and word of mouth around the launch of the ‘Welcome the World’ campaign and drive online idea submissions for the best idea on how to welcome international visitors for the RWC.

CREATION:

The morning after the TVC launch, we held 3 simultaneous welcome events greeting commuters to the CBD at major transport hubs. More than 300 people acted as ‘welcome crowds’, holding helium balloons and banner signs, welcoming and cheering commuters.

They were given branded kiwi iconic sweets to drive people to the website encouraging submissions. Scooters and Look-walkers were also used to amplify the crowd presence and extend reach.

The activation was filmed and a two minute compilation video was uploaded onto YouTube to kick start viral marketing across social networking platforms.

RESULTS:

  • 42,000 people across 3 locations
  • 30,000 bags of ‘classic Kiwi’ branded lolly packs distributed – 250 bags a minute
  • 7,664 unique visits to the website directly from the activity
  • 6,500 ideas submitted over the duration of the campaign
  • TVNZ Breakfast Show weather broadcast on location at Britomart

Contact Ambient Advertising

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