Blog 2: ANZ Bank RWC Campaign

As a proud worldwide partner and the official bank of the 2011 Rugby World Cup, ANZ Bank launched a marketing campaign called "Welcome The World", which was one of the biggest promotions ever for ANZ. With involvement from the public, the promotion was centred around the question, what is the best way to welcome visitors to the RWC in September? ANZ gave away $25000 and four tickets to the RWC 2011 Final in Auckland to the person with the smartest idea on how to welcome the visitors.

This is the website homepage before the competition was finished

This is a 'welcome' demonstration at a train station in New Zealand

Several media channels were used to promote the campaign, which included:

• A website, www.welcometheworld.co.nz, which enabled anyone to post as many ideas as they wish on how to welcome visitors. The website includes blogs, entries, weekly prize winners, and the winning idea. 
• Radio station on-site activities run over two days at 18 ANZ branches in New Zealand. 
• ANZ ambassadors promoting the campaign through 'welcome' demonstrations.
• Online advertising on websites such as NZ Herald, Stuff, and Yahoo.
• Billboards
• Social media such as YouTube and Twitter. 
• Radio.

I believe this campaign was a huge success, as it allowed the public to get involved. More than 6000 ideas were entered on the official website, which highlights the fact the target audience were engaged. As well as supporting the RWC, it allowed ANZ to get their brand out there in order to strengthen its' market share and possibly attract new customers. It generated large public interest, which is evident through the participation levels, and created national hype and excitement as the tournament draws near.

This is the winning idea for the "Welcome The World" campaign

http://www.welcometheworld.co.nz/

http://www.scoop.co.nz/stories/CU1104/S00434/more-than-5000-entries-already-in-to-win-welcome-the-world.htm