Being Lote
Award: Wood Pencil
Wood Pencil / Direct / Integrated Direct / 2007
To attract membership, increase ticket sales and generate more supporter involvement, the beinglote campaign faked the disappearance of Waratahs winger Lote Tuquiri and asked supporters to step into his shoes to replace him. Using a variety of touchpoints including television, viral films, online, press, ambient, scoreboard advertising and direct integration into FoxSports rugby programming, supporters could win the chance to be a part of the team to tour New Zealand.
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