In leadup to RWC 2011 ANZ launches new ‘Welcome the world’ promotion via Ogilvy
This morning several lucky groups of Auckland and Wellington commuters were greeted at their ferry, train or bus terminal with dozens of balloon-carrying, sign waving enthusiasts giving out sweets to launch the new ANZ “Welcome the World” promotion.
ANZ is giving away $25,000 and four tickets to the RWC 2011 Final to the person with the best idea on how to welcome the expected 85,000 international visitors coming to New Zealand for the Tournament.
As a Worldwide Partner and the Official Bank of Rugby World Cup 2011,ANZ’s campaign will be one its biggest promotions ever, and also one ofthe biggest RWC promotions Kiwis will see this year.
As ANZ’s media partners, Ogilvy’s job was to “bring the campaign tolife” through a media campaign which would direct people to the”Welcome to the World” website where they can enter as many “welcome”ideas as they like.
They’ve done this with:
• a10-channel broadcast of ANZ’s TVCs last night at 6.10 pm
• “all ears” radio DJ spots on 16 different radio stations at 7.57 am this morning
• Radio station on-site activity at 18 ANZ branches today and tomorrow
• “welcome” events involving hundreds of balloon-carrying ANZ ambassadors giving out website-branded sweets to commuters
• Online advertising including home page takeovers on Stuff, NZ Herald, MSN and Yahoo
• Billboards
• More FM and Classic Hits live broadcasts supporting the campaign at 18 ANZ branches around NZ
• Ongoing in-studio support from radio stations inviting suggestions and comment on “Welcome to the World” ideas
• “Welcome to the World” branded ATM screens and in-branch digital screens and posters
• Social media sharing of the welcome events on You Tube
• Internal communications support
12 Comments
Brilliant strategy, creative and execution to those responsible!
Wow. Go Ogilvy. This balloons will really get the public excited. And what’s more, there’s radio station activity on site as well. Innovative.
The oveall idea itself is quite cool – who would have thought a bank would launch one of those ‘get the public involved’ type ideas. Ironic that ddb is losing the account at the exact time they launch a nice piece of work.
John Grenell called and wants his song title back
Yaaaaaaaaaaaaaaawn! If this is what passes for creative ideas at DDB these days, it’s no wonder the account’s changing hands.
I thought that Ogilvy did Kiwibank? Can’t have both irons in the fire as we all know that media talks with suits…
“also one of the biggest RWC promotions Kiwis will see this year” A little early to say this type of thing.
DDB TVC’s not Ogilvy. Over and out.
The old ‘get the public to come up with the idea’ idea – tried and true since ‘82
Ogilvy did what exactly out of that list?
I would like to enter the ” welcome ” competition, but cannot find a link to facilitate my entry.
Can you help ?
Thanks.
Wow this is a comprehensive campaign.
It’s just amazing how much you can
dough these days !