ANZ kicks off its partnership with Auckland FC through a citywide OOH activation that turned fans into explorers. Created by TBWA\NZ with Eleven and AO Studios, the campaign launched under the “Auckland Forever” platform, celebrating the birth of the city’s new football team and the fans who supported it from Day 1.
‘Day 1’ — Where football meets community
To mark its sponsorship of Auckland FC, ANZ launched an integrated campaign that captured the excitement of starting something new. The idea was simple but powerful: reward those who backed the team from the very beginning.
The OOH activation took over streets and neighborhoods across Auckland, transforming the city into a playground for football fans ready to prove their loyalty. Over five days, more than 200 limited-edition “Day 1” jerseys were hidden throughout the city — waiting for fans to find them.
A citywide OOH treasure hunt
The concept turned everyday spaces into opportunities for discovery. From Takapuna to East Tamaki, fans searched streets, parks, and urban corners to claim their exclusive Day 1 shirts. Each clue was revealed on ANZ’s Instagram and through local content creators, generating massive engagement and anticipation.
The result? Fans camping out, driving across the city, and sharing their finds online — turning the campaign into a cultural event that united Auckland under one football banner.
OOH meets social media storytelling
The brilliance of the activation lay in its integration of OOH and digital. By combining physical placements with online clues and influencer content, ANZ transformed its sponsorship into a participatory experience.
Shane Bradnick, CCO of TBWA\NZ, explained: “We wanted to create something that spoke not just to football fans, but to the city as a whole — tapping into the energy and optimism that comes with launching a new club.”
OOH that lives within culture
By merging sport, culture, and community, ANZ demonstrated how a financial brand can show up meaningfully in everyday life. The campaign generated goodwill, excitement, and visibility — proving how outdoor advertising can create emotional connections beyond traditional marketing.
Fans described the experience as thrilling, personal, and unexpected — exactly what modern brand activations aim to deliver.
Final thoughts
ANZ’s “Day 1” activation is a powerful reminder that OOH can build community, tell stories, and drive engagement at scale. Through creativity and collaboration with TBWA\NZ, Eleven, and AO Studios, ANZ didn’t just promote a sponsorship — it celebrated the spirit of a city ready to cheer together, from day one.
FAQs about this campaign
What was ANZ’s ‘Day 1’ campaign about?
The campaign launched ANZ’s sponsorship of Auckland FC with an OOH activation that turned the city into a playground, inviting fans to find hidden ‘Day 1’ football shirts.
Who created the campaign?
It was developed by TBWA\NZ in collaboration with Eleven and AO Studios, combining creativity, community, and storytelling.
How did the activation work?
Over five days, clues were released on ANZ’s Instagram and via local creators. Fans raced across Auckland to locate more than 200 limited-edition jerseys.
Why is this campaign a good example of OOH?
It shows how out-of-home media can merge digital and physical experiences, driving participation and emotional connection beyond simple visibility.
What impact did the campaign achieve?
It generated citywide engagement, positive brand sentiment, and media coverage—proving that smart OOH activations can strengthen cultural relevance and local pride.
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