Toyota New Zealand.
Toyota New Zealand has turned All Blacks and Black Ferns tries into a source of grassroots funding with the launch of Grounded Grants via Saatchi & Saatchi NZ, Spark Foundry NZ, Digitas NZ and Sky Sport.
Built on Toyota’s partnership with New Zealand Rugby, Grounded Grants turns every international try into support for grassroots clubs, creating a live funding platform.
Before every test match, 40 grassroots rugby clubs are randomly allocated to digital zones across the try zone.
Every time the All Blacks or Black Ferns score a try in a club’s zone, Toyota awards that club a $2,000 grant.
If multiple tries are scored in the same zone, the funding keeps growing, with each try triggering an additional $2,000 grant.
"Toyota has always believed in backing the communities that help New Zealand thrive, and few things bring Kiwis together quite like rugby,” said Toyota New Zealand assistant vice president: marketing, sustainability & technology, Susanne Hardy.
“Grounded Grants turns the passion, pride and excitement of game day into meaningful support for the grassroots clubs powered by volunteers, families and supporters who keep the game strong for future generations.”
Grounded Grants launched during the first three matches of the Nations Championship, attracting entries from more than 70% of New Zealand's grassroots rugby clubs. It will continue throughout the Bledisloe Cup and Black Ferns home games.
“Every All Blacks and Black Ferns try is celebrated across the country,” said Saatchi & Saatchi NZ group executive creative director, Lee Sunter.
“Grounded Grants creates a new way to turn those moments into support for the clubs and communities across Aotearoa where it all started.
“It took a huge amount of trust, passion and expertise across Publicis Groupe and Toyota to bring an idea like this to life and deliver it live and at scale. We also had a hell of a lot of fun making it.”
Spark Foundry NZ led media strategy, anchoring the campaign within high-attention broadcast environments; a call for entries through Sky Studio and later at match time, with a live in-game broadcast integration supporting the broadcast sponsorship.
Digitas NZ developed the integrated web and CRM experience behind Toyota Grounded Grants.
"This is a great example of how broadcast innovation can add an extra layer to the viewing experience,” said Sky brand partnerships manager – sport, Kathryn Allemann.
“Using real-time 3D graphics via VizRT technology allows us to reveal the winning clubs and brings fans closer to the impact of each try, while helping shine a light on grassroots rugby communities across New Zealand.”
Credits
Toyota New Zealand
Susanne Hardy: Assistant Vice President - Marketing Sustainability & Technology, Executive
Jamie How: Senior Manager, Marketing
Sarah B Griffin: Senior Sponsorships & Partnerships Specialist, Marketing
Nick Cowan: Talent & Ambassador Specialist
Sarah Dance: Sports Marketing Specialist
New Zealand Rugby
Olivia Duff: Senior Partnership Manager
Saatchi & Saatchi NZ
Steve Cochran - Creative Chair
Lee Sunter - Group Executive Creative Director
Connyr Atiga - Senior Creative
Cain Duff - Senior Creative
Milla Mihaljevich – Creative
Shiv Narandas - Design Director
Laura Cooper - Designer
Talia Schofield - Designer
Nick Browne – Retoucher
Gabrielle Pezaro: Creative Service Manager
Jane Mill : Executive Agency Producer
Grace Roddick – Producer
Tracy Powell: Head of Post Production
Tim Cullinane: Head of Connected Strategy
Annabel Rees: General Manager
Maxime Lahaye: Business Director
Jeannie Grace: Business Manager
Spark Foundry NZ
Stacey Stephenson: Group Business Director
Toby Yonge: Business Director
Tom Black: Digital Director
Tyra Goldstraw: Media Planner / Buyer
Hannah Gosbee: Media Assistant
Kyra Lyden: Head of Strategy
Kelly Rosnell-Shand: GM
Digitas NZ
Chris Brunner: Head of Creative Experience:
Oliver Bills Strange: Senior Digital Designer
Nia Atta: Senior Content & Copy Designer
Hannah Tait : Senior Account Director
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