With the mission of inspiring pride and excellence in New Zealanders supporting their team in Rio, the New Zealand Olympic Committee (NZOC) and sponsor ANZ Bank were faced with the challenge of aggregating an abundance of digital and social content in a mobile environment against the backdrop of a highly competitive media marketplace.
NZOC needed a solution to the demand for aggregated, mobile, me- sensitive content from an audience of fans and supporters about their New Zealand Olympic team competing in a different time-zone in Rio.
ANZ wanted to show support for the New Zealand team with an exclusive property. As a sponsor, ANZ needed to build on its ‘Dream Big’ sponsorship platform, driving engagement with the team, and their supporters.
The solution was to build an app that aggregated digital and social content from a variety of sources. A key to the success of the app was an agreement between the NZOC, official broadcaster Sky TV and ANZ to exchange video content and allow the app to feature video highlights packages. These were supplied daily by Sky on the basis that the app provided frequent notifications and call to actions to watch events on Sky and included the full schedule listing. Sky commentators in Rio also directed viewers to download the New Zealand Olympic Team App.
The app delivered up to date, consolidated and authentic information on the New Zealand Olympic Team, with a few surprise features from the ground (such as videos of Lydia Ko from Rio), results, news stories, team member bios, a full event schedule and a watch-list.
The athletes themselves embraced the app, writing responses to messages of support, and encouraging their fans and followers to download the app to stay up to date with their programme and performance.
The app was launched by ANZ beaming a white light from the top of ANZ Tower in Auckland. ANZ Olympic ambassadors promoted it to their thousands of social media followers, and NZOC reached out to national sports organisations asking all athletes to do the same.
The app achieved 57,802 downloads and 4,393,708 interactions among team followers and supporters. There was also a total of 152,554 video plays. At the same time, ANZ and NZOC received invaluable information on the locations of app users; what devices they were using; when and how long they used the app for; and which athletes, sports and achievements were resonating the strongest with users.
Best Use of Sponsorship
NZ Olympic Team App
New Zealand Olympic Committee and ANZ
“The ANZ sponsored app for NZOC delivered an innovative way for NZers to show their support for our athletes, achieving excellent engagement from those who downloaded the app, setting the NZOC up with a cost-effective platform for future marketing to these users.”
Vodafone New Zealand
This story will also appear in the Awards issue of NZ Marketing.
To read more on the TVNZ-NZ Marketing Awards 2017, click here.