We were proud to receive the brief for the All Black’s 2019 World Cup communications campaign. The challenge was not only to ensure massive support from All Blacks fans, but also to be the ‘second choice’ team for other fans, if their teams got knocked out. By doing this we would exponentially increase the noise around the boys in black at the tournament and ensure the popularity of the All Black’s global brand. Our hard KPI was to get 500K more fans for Allblacks.com.
The real hero of any sports team is the passion from the fans who support it. This is the visible indicator to the world, it’s the energy that people want to get on board with. All Blacks fans are some of the most passionate in the world and we wanted to feed this passion, hero this passion, give it the platform it deserves so fans of other teams would want to get onboard.
We created the big idea of #BACKBLACK and designed a specific All Blacks logo to honour the fans for this tournament. Our idea was to find the most committed fan and army of fans. To do this we set up a social media platform, where fans could submit why they were the ultimate fan. We had a hero video that ran here and internationally, as well as a series of entertaining social videos featuring the All Blacks getting on board with the great energy of this campaign and what the fans wanted.
We smashed the 500k target by adding over 1 million fans. This was the most successful communications campaign they have run so far in terms of increasing the fanbase. What a privilege to work on this for the Contagion crew.
