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How do you stage the biggest party New Zealand has ever seen? ANZ wanted to make the most of its Rugby World Cup 2011 sponsorship, so it asked DDB and Rapp Tribal to come up with a show-stopping idea.
Welcome the World invited Kiwis to upload their ideas for making 85,000 foreign visitors feel at home during the Cup. Our role was to bring the experience to life online and help drive entries to the campaign microsite.
The campaign was a success on every level:
Over 6,000 entries.
Over 22,000 votes.
Over 26,000 registered users.
To cap it all, Richie picked up the Webb Ellis cup. Although we hesitate to claim credit for that.
