In New Zealand, football has almost no following. So when 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 their do-or-die qualifier against the higher ranked Bahrain.Our strategy was to reach a non-football audience by igniting New Zealander’s passion for their fellow countrymen.We also needed a big idea that would attract large amounts of word-of-mouth and unpaid PR to maximise our small budget.

Our idea: join the All Whites at the match and join them in the biggest team photograph ever taken - One Shot For Glory, a real picture uniting the team with every supporter at the stadium.

One Shot For Glory soon became New Zealand’s biggest sporting event, dominating sports news and blogs.Unpaid PR quickly became the primary means of promotion, and within weeks of launch, Wellington stadium had sold out, including extra seats added to meet demand.

It was New Zealand’s biggest ever football crowd - 35,146 fans, who cheered the All Whites to victory and a place in the Football World Cup.

Our idea: join the All Whites at the match and join them in the biggest team photograph ever taken - One Shot For Glory, a real picture uniting every single supporter with the team.We launched with a short phase of press, radio, banner ads and website that drove ticket sales.Immediately, One Shot For Glory attracted huge, unpaid PR presence on national TV, radio, press and online news services.

All subsequent PR stories about the match carried the One Shot For Glory message. As we had hoped, unpaid PR channels soon became the primary source of promotion.Other companies used our slogan to make merchandise and to brand Wellington City. A sports radio DJ made the official song, which had hours of free airtime and became the campaign anthem. Much of this was beyond our control, but met our goals of free exposure.Come game day, One Shot For Glory had a cult following and the stadium was full.

Within weeks of launch, Wellington stadium sold completely, including extra seats added to meet demand. It was New Zealand’s biggest ever football crowd - 35,146 fans.

It attracted massive unpaid PR, soon becoming New Zealand’s biggest sports story. Shortly after launch, unpaid PR became the primary source of promotion- one of our campaign objectives.

We reached our non-football audience and provided the support the All Whites needed to win.

The event proved such a success that all those who appeared in the One Shot For Glory team shot were then able to tag themselves in a virtual stadium on Facebook, creating a group of 14,800 members who will be marketed to for the upcoming 2010 Football World Cup.