All creative was built around galvanizing support for the All Blacks and participation the World Roar. Emotive television executions showcased how much it meant to All Blacks to call home after matches, when they were so far away. These encouraged fans to prove support by getting involved in the World Roar.Through a partnership with the largest national radio network, More FM, we drove participation in eight regional Roar events creating mass recordings.Taking it to the street, we used branded megaphones, walking billboards, scooters and promotional teams to rally support. An online microsite was set up to measure progress. People where checking and re-checking the Roar progress daily!A free calling number was set up for people to ring and cheer down their phone. All the cheers were digitally combined into one massive Roar played to the All Blacks via a speaker laden truck.

New Zealand roared!Calls into the toll-free line exceeded objectives by 28%.30% were from groups roaring together!The highest prompted awareness ever for Telecom at 93%! Message out take was the 10% higher than other 2007 campaign.Telecom’s likeability improved by 11%!Shame the All Blacks still lost…