To motivate a non-football audience, we created a once-in-a-lifetime incentive: join the All Whites at the match and join them in the biggest team photograph ever taken- One Shot For Glory, a real photo uniting the team with every supporter at the stadium.

The slogan also had the potential to become the team’s war cry and gain valuable unpaid PR/ word of mouth for our small budget.

A website recruited fans through viral user-generated support messages and created ticket sales.

The actual team photo would be taken on the night, seconds before kick-off. The shot would only work if the campaign worked.

Within weeks of launch, Wellington stadium sold out 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. The slogan became the war cry for the army of new fans.We reached our non-football audience and provided the support the All Whites needed to win and advance to the Football World Cup.