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.

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.