Working with event specialists from New Zealand Story Group, we developed the events platform Eyes On NZ to showcase major international events in New Zealand.
Our branded digital platform provided the ideal hub for the launch of the FIFA Women's World Cup Australia & New Zealand 2023™, while showcasing concurrent events such as EQUALIZE, a gender equity event series celebrating women in sport, business, culture and society.
The ambition was to create a brand platform that would become a campaign vehicle; a rallying cry to all New Zealanders across all major events, present and future.
Our campaign moniker encompassed what was happening in the simplest sense. Eyes On NZ was a reminder that the world was watching and that we have a responsibility to deliver what Kiwis are known for - a heart-warming welcome and hospitality that makes you feel right at home.
Having the FIFA Women’s World Cup 2023™ in New Zealand was a big deal, and it became the test event for the success of Eyes On NZ.
On the international stage, empty stadiums could signal that Kiwis didn’t care. Our brand platform had to highlight the role New Zealanders needed to play in the FIFA Women’s World Cup 2023™. We had to be more than good hosts; we also needed to turn up and fill our stadiums as enthusiastic crowd members; because the world’s eyes were on us.
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Due to the difference in size of future major events, the Eyes On NZ digital platform required scalability to support a variety of local events and associated activities.
This flexibility meant the platform also needed to accommodate an array of outputs and functions across different channels; whether online with a strong call to action, a social media reel campaign or a printed street poster.
As a further challenge to the platform, we were simultaneously briefed on creating a visual identifier for a large event within the FIFA Women’s World Cup 2023™ programme.
A speaker series was conceived to sit alongside the FIFA Women’s World Cup 2023™, with a specific focus of women’s equity in sport, business and society.
The FIFA Women’s World Cup 2023™ showcased sportswomen performing at the highest level and it was this spirit that carried over into the theme.
The visual identity EQUALIZE created an opportunity for discussion around equity, while demonstrating the playing field should indeed be level. Prominent speakers participated in the EQUALIZE speaker series held across New Zealand including Natalie Portman, Dame Jacinda Ardern, Moana Maniapoto, Ruby Tui and many more.
The FIFA Women’s World Cup 2023™ was the largest and most successful women’s sporting event New Zealand has ever hosted, exceeding expectations on and off the field.
New Zealand crowds turned up, with 740,000 tickets sold across 29 matches held nationally.
The New Zealand Story Eyes On NZ digital platform was proven a success, becoming a key hub for inbound online traffic and an important contributor to supporting this event and increasing the visibility and value placed on women in sport and the wider society.
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The strength of our relationship with the New Zealand Story team allowed us to gain a deep understanding of project requirements, resulting in strong design deliverables and a digital platform tailored to meet specific stakeholder requirements.
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