AUCKLAND, Today: TBWA\NZ Group kicked off ANZ’s Auckland FC sponsorship with an electrifying platform, sparking a citywide hunt that got football fans racing across Auckland.
The campaign celebrated the club’s launch, rewarding fans who backed Auckland FC from ‘Day 1’ under the ‘Auckland Forever’ theme, symbolising ANZ’s support for the city and its newest team.
Featuring eye-catching ads in print, online, and OOH, the campaign’s highlight was an activation capturing the heart of football culture, resonating deeply with those loyal from the start.
Over five days leading up to the first game, ANZ hung 200 limited-edition Auckland FC ‘Day 1’ shirts around the city, inviting eager fans to grab their gear and show their support.
“We wanted to create something that spoke to not just football fans, but recognised the city as a whole and the buzz that exists for the club,” shared Shane Bradnick, CCO of TBWA\NZ.
“We wanted to create something that spoke to not just football fans, but recognised the city as a whole and the buzz that exists for the club.” – Shane Bradnick
Bradnick added, “The activation in particular was great to see, we had people camped out for hours, driving around for miles, showing how a bank can show up in culture, in a disruptive way.”
The jerseys appeared across Auckland—from Takapuna to East Tamaki—free for fans to find. Following ANZ’s Instagram page led fans to clues shared by the bank and select influencers.
“There will never be another day one or game one. ANZ is incredibly proud to help all of Auckland get behind this exciting new team from the start,” said ANZ’s Marketing GM, Matt Pickering.
“As back-of-shirt sponsor, we wanted to make our support clear. It was incredible seeing fans in their Day 1 shirts at the match, celebrating Auckland FC’s first moments,” Matt added.
The Auckland Forever campaign returns December 7, as Auckland FC faces Wellington Phoenix in the Kiwi Classico. Watch the hype unfold here!
CREDITS
Shortlist
Client: ANZ Aotearoa
Creative Agency: TBWA\New Zealand
PR, Social & Influencer Support: Eleven
Production: AO Studios
Media Agency: PHD
Outdoor Advertising Partners: Phantom & Shout
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