Soccer World Cup Coup For New Zealand Agency
Press Release 9 July 2001
Saatchi & Saatchi New Zealand has scored a major coup by winning the account to promote the 2002 Soccer World Cup in its host country, Japan.
The award of the US$20 million account by the World Cup’s major sponsor, adidas, comes hot on the heels of the agency’s cyber triumph at the International Advertising Festival at Cannes, where the agency came away with a Gold Lion for its BEATRUGBY Internet campaign.
Soccer World Cup Success
The World Cup account was won against the incumbent agency, following a pitch made in conjunction with Saatchi & Saatchi Japan. “It is a great example of our network working effectively together,” says Saatchi & Saatchi managing director Kim Wicksteed. “The NZ soccer team has missed out which has been disappointing, but we’re pleased to now be involved in the biggest sporting event in the world.”
The campaign creative included a viral Internet campaign, the creation of i-mode communities as well as the designation of `soccer fever zones’ in major Japanese cities. The agency will work closely with the wider Saatchi & Saatchi Worldwide network, in particular the Tokyo agency.
Cyber Triumph in Cannes
Saatchi & Saatchi New Zealand’s reputation as a top Internet creative shop received a strong boost through the award of one gold and two silver Lions at the prestigious world advertising awards at Cannes.
The Lions were awarded for "adidas BEATRUGBY", Saatchi & Saatchi's groundbreaking global Internet gaming community. The campaign saw players worldwide participate in a virtual rugby game, with the top fifteen players making the “virtual All Blacks” and winning a prize that included a flight to New Zealand to watch top level rugby in action.
Gold came in the rich media banners category (demonstrating kicking, tackling and sidestepping) and the silver Lions were awarded in the brand promotion and creating community categories. The Cannes awards are the latest in a string of honours that have seen Saatchi & Saatchi crowned NZ agency of the year by Australia’s top advertising magazine, Campaign Brief, and top agency at the Axis Awards in New Zealand where it scooped the coveted ‘Best of Show’ and `People’s Choice’ awards.
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