Developing a scalable major events platform for Aotearoa New Zealand

New Zealand Story - NZ — Strategy

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 starting point

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.

The concept

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.

The website required a design that could be updated seamlessly to reflect changing major events, with the New Zealand Fernmark included to elevate its gravitas.

We provided a flexible framing system for the campaign work in the lead up to major events. The system needed to be flexible, yet recognisable as part of the platform, while providing a systematic approach for high-energy impact.

Building scale into the system

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.

EQUALIZE – the event within the platform

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 key speakers in the series epitomise what it means to EQUALIZE, or it could be argued, to come out on top.

As well as highlighting our heroines from today, it was also important to reflect on some of our heroines from times gone by.

The EQUALIZE series had high attendance with very engaged crowds. Each speaker series was later hosted on the Eyes On NZ digital platform.

Emphasis of EQUALIZE during the media coverage of the FIFA Women’s World Cup 2023™ highlighted not only equity in women's sport, but also business and society.

The result

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.

The EyesOnNZ platform featured in a series of media releases, such as The Post and on the official Olympics wesbite.

Key Value Delivered

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.