Services
Challenges
When New Zealand Football needed fans in seats for the FIFA World Cup Qualifiers, they called in Engage to deliver under pressure.
The brief? Build awareness and drive ticket sales for two key fixtures: the semi-final at Wellington’s Sky Stadium, and the all-important final at Auckland’s Eden Park.
But we had to do it during one of the most congested periods in the sporting calendar. With attention pulled in every direction and rival codes saturating the airwaves, we had to cut through the noise, reach the right people at the right time, and convert intent into ticket sales. Fast.
Solution
We tackled this challenge the only way we know how: with a laser-sharp, data-led strategy that combined awareness driving with conversion efficiency.
Phase 1: Build the buzz
We began by mining historical campaign data to understand what worked—and what didn’t—in previous football-focused activations. Using this insight, we dialled in a media strategy that leaned into high-performing partnerships, contextually relevant placements, and razor-sharp audience targeting.
The goal? Keep the All Whites top-of-mind with fans across Aotearoa from diehards in Wellington to casual supporters in Auckland and everything in between.
Phase 2: Convert interest into action
Once awareness was bubbling, it was time to move the needle.
We refined our media mix for performance, shifting spend to platforms and placements that were delivering ticket purchases at the lowest possible cost. Every impression had to count—and it did.
We also factored in everything from competing local events, changing regional ad costs, and even travel time to ensure our ads were not just seen, but acted on. This wasn’t set-and-forget. It was precision marketing, updated in real-time to maximise every dollar.
It was a campaign that delivered commercial results, packed stadiums, and a whole lot of pride for the All Whites and their fans.
Results
46k total tickets sold
376% ROAS
34% above ticket sales target
