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Toyota NZ turns tries into moments of support for grassroots rugby
Tries scored by the Black Ferns and the All Blacks result in $2,000 grants being awarded to rugby clubs across Aotearoa.
Toyota New Zealand has turned Black Ferns and All Blacks tries into a new source of grassroots funding.
Grounded Giants is a new platform created by Saatchi & Saatchi NZ and brought to life alongside Spark Foundry NZ, Digitas NZ and Sky Sport.
Before every test match, 40 rugby clubs are randomly allocated to digital zones across the try line. Every time the Black Ferns or All Blacks score a try in a club’s zone, Toyota awards the club a $2,000 grant. If multiple tries are scored in the same zone, each one triggers an additional $2,000.
Toyota New Zealand assistant vice president: marketing, sustainability & technology Susanne Hardy says Toyota has always believed in backing the communities that help New Zealand thrive, and few things bring Kiwis together quite like rugby.
“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.”
Turning tries into support
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, with thousands of dollars expected to flow back into grassroots rugby clubs across Aotearoa.
Saatchi & Saatchi group executive creative director Lee Sunter says as every All Blacks and Black Ferns try is already celebrated across the country, Grounded Grants creates a new way to turn those moments into support for the clubs and communities across Aotearoa.
“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.”
Adding to the viewing experience
The grassroots clubs benefiting from Grounded Grants will be revealed live during Sky Sport broadcasts using VizRT technology, allowing fans to see the impact of each try as the action unfolds.
Sky brand partnerships manager – sport Kathryn Allemann says this is a great example of how broadcast innovation can add an extra layer to the viewing experience.
“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.”
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. The initiative is also being promoted on digital channels across Toyota, New Zealand Rugby and Sky Sport and Crowd Goes Wild to generate entries and create awareness.
Digitas NZ developed the integrated web and CRM experience behind Toyota Grounded Grants. The connected experience makes it easy for clubs to register, while giving supporters and local communities a central destination to follow the action and celebrate successful recipients.
