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New Zealand Rugby Team All Blacks experience

A subscription-based digital platform to attract a global fanbase.

All Blacks fans the world over have a deep interest in the game, the team, the players and the stats. New Zealand Rugby was keen to engage a growing fanbase with more in-depth content and a richer experience.

Challenge.

Alongside established broadcast and sponsorship revenue streams, NZ Rugby was mindful of the need to build direct relationships with fans – by creating a new brand property and launching a new digital platform. The opportunity lay in delivering unique access and unlocking new ways to monetise that value for the business.

Alongside established broadcast and sponsorship revenue streams, NZ Rugby was mindful of the need to build direct relationships with fans – by creating a new brand property and launching a new digital platform. The opportunity lay in delivering unique access and unlocking new ways to monetise that value for the business.

Solution.

An exclusive digital experience that connects fans to all the national representative teams – including All Blacks, Junior All Blacks, Black Ferns, Maori All Blacks and Sevens teams – through videos, match day updates, insights, promotional offers and in-depth interviews. Tasked with turning that idea into a reality we researched with fans globally to test, prioritise, validate, design and hone the offer for launch. 

An exclusive digital experience that connects fans to all the national representative teams – including All Blacks, Junior All Blacks, Black Ferns, Maori All Blacks and Sevens teams – through videos, match day updates, insights, promotional offers and in-depth interviews. Tasked with turning that idea into a reality we researched with fans globally to test, prioritise, validate, design and hone the offer for launch. 

Impact.

The strategy for delivering value through the platform was founded on what NZ Rugby had to offer fans – unique access, unique offers and unique content. To date, there are over 750,000 fans subscribed to the service. 

The strategy for delivering value through the platform was founded on what NZ Rugby had to offer fans – unique access, unique offers and unique content. To date, there are over 750,000 fans subscribed to the service. 

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Project Summary

Client: New Zealand Rugby

Project: Team All Blacks experience

Deliverables: Strategy, Design, Platform

Awards: Best Awards 2015 / Large Scale Websites Gold Pin

Duration: 2014 – 2015