-To leverage Telecom's sponsorship of the All Blacks (the national rugby team) throughout rugby-mad New Zealand-To drive appeal and likeability for the Telecom brand – New Zealand's national telco.-And to achieve specific goals for campaign awareness, message take-out and sponsorship awareness (75% target), as measured by independent research.-We decided to facilitate an expression of national fan support on a scale that's never been seen before.

-Our idea: The World Roar.

- We wanted to facilitate an expression of national fan support on a scale that's never been seen before. Our idea: The World Roar.

- A Telecom free calling number was set up for fans to ring in and cheer their support for the All Blacks.- Emotive TV ads encouraged fans to call the World Roar number.- National radio drove participation at additional regional World Roar events – in pubs, schools and rallies.- A microsite with a ‘Roar-o-meter’ monitored the running total.- The final ‘Roar’ was mixed together and played to the All Black team in France before their big match.

- Calls into the World Roar number exceeded objectives by 28%- Highest prompted awareness of any Telecom campaign ever, at 93%- Correct message take-out 10% higher than any other campaign in ’07- Likeability measures up 11%- Highest unprompted awareness of any All Blacks sponsor, ahead of brands such as Ford, Mastercard, Coca Cola and Adidas (among others)- The All Blacks lost in the quarter finals – but imagine how badly they’d have done without a World Roar!