| Title | ANZ WELCOME THE WORLD |
| Brand | ANZ NATIONAL BANK |
| Product / Service | SPONSORSHIP - RUGBY WORLD CUP 2011 |
| Category | B01. Corporate Information |
| Entrant | DDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND |
| Entrant Company: | DDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND |
| DM/Advertising Agency: | DDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Toby Talbot | Ddb Group Nz | Group Executive Creative Director |
| Aaron Goldring | Rapp Tribal | Creative Director |
| Steve Kane | Ddb Group Nz | Creative Director/Copywriter |
| Judy Thompson | Ddb Group Nz | Executive Producer |
| Jane Mill | Ddb Group Nz | Producer |
| Dave Brady | Ddb Group Nz | Head Of Art |
| Joe Hawkins | Ddb Group Nz | Senior Copywriter |
| David Mcindoe | Ddb Group Nz | Senior Planner |
| Dan Stoneham | Ddb Group Nz | Senior Digital Planner |
| Theunis Groenwald | Rapp Tribal | Digital Designer |
| Russell Smith | Rapp Tribal | Digital Producer |
| Amani Peleti | Mango Ddb Group | Senior Account Director - Events |
| Sarah Batley | Mango Ddb Group | Talent Manager - Events |
| Justine Kinsella | Mango Ddb Group | Account Executive - Events |
| Joanne Mcdonald | Ddb Group | Group Account Director |
| Teresa Davis | Rapp Tribal | Senior Account Director |
| Victoria Meo | Ddb Group Nz | Account Manager |
| Mike Cunnington | Anz National Bank Ltd | Head Of Marketing |
| Sue Mcgregor | Anz National Bank Ltd | Head Of Sponsorship |
| Erin Dudding | Anz National Bank Ltd | Senior Marketing Manager |
Marketing problem ANZ, New Zealand’s least liked; and consequently least considered bank seized the opportunity to reconnect with a rugby mad nation by becoming a global sponsor of the Rugby World Cup 2011.
Target audience and objective Kiwis felt excluded from this global event in their own backyard. As ANZ was the only local sponsor we used our position to make Kiwis feel like the true hosts. We gave our sponsorship back to the country by asking them how they wanted to welcome the 85,000 global visitors.
Solution A television and outdoor campaign inspired NZers to think big. We then asked the country chose their favorite idea and we turned one Kiwi’s dream into a reality.
• 76% spontaneously recalled ANZ’s sponsorship of the RWC • ANZ was the first sponsor recalled by consumers at 19% • Second most associated sponsor (42%) • Welcome the World lifted brand imagery by 39% (156% of target) • The campaign generated over 6,000 ideas from New Zealanders • 1 in every 25 New Zealanders visited the site • People came back to the site average of 7.4 times • Welcome the World built an incremental consideration of 3% worth $30 million in revenue to ANZ per year • The campaign lifted ANZ as preferred choice by 88%