Director at IDC Worldwide LTD

2degrees - "The World's First TikTok Final (Board 1)"

TBWA Group New Zealand

TBWA Group New Zealand Auckland, New Zealand

Brand: 2degrees
Country: New Zealand

Advertiser: 2degrees

Title	The World's First TikTok Final (Board 1)
Agency	TBWA Group New Zealand
Campaign	The World's First TikTok Final
Advertiser	2degrees
Brand	2degrees
Date of First Broadcast/Publication	2024 / 5
Business Sector	Telecommunications Services
Story	The World-First, vertically shot TikTok broadcast of the Super Rugby Aupiki final between the nib Blues and Chiefs Manawa on Saturday 13 April has been a huge success for Women’s sport. The idea and campaign was created to support the 2degrees Super Rugby Aupiki sponsorship by TBWA\NZ. It was delivered in collaboration with Sky, OMD and TikTok, and was the first time a sporting final had been shot vertically and broadcast on TikTok with a wholly unique experience to the platform. The entire game, including preview and analysis, produced for and broadcast on TikTok, drew in more than double the viewers of last year’s free-to-air Aupiki Final. The event shows the momentum that is being created behind women’s sport in New Zealand and how new formats can bring in new viewers and keep fans engaged. The broadcast activated the 2degrees sponsorship of Super Rugby Aupiki as part of its Fighting for Fair brand platform. Women’s sport still hasn’t been getting its fair share of broadcasting focus or innovative production. 2degrees wanted to see the Aupiki tournament lead the way for sports broadcasting. It was designed to bring new viewers to the tournament and unlock a new level of engagement while fostering the unique sense of community within Aupiki fans. The bespoke production was designed to capture up close every hit, every try and every cheer, delivering the very best sports viewing for phones. Viewers were able to comment and vote as the game played out, interact with the hosts as well as win 2degrees prize packs and signed player shirts. It allowed fans to watch the game from anywhere and on their own terms while engaging with other fans and the hosts. The broadcast also came with its own special presenters and commentary team. Joe Wheeler, Michaela Blyde and Portia Woodman-Wickliffe were the hosts. Jeff McTanish and Kendra Cocksedge were the commentary team exclusive to TikTok, together making for an incredible mobile first showcase. The world-first broadcast was an incredible success with TikTok viewers. More than 18,000 Kiwis logged into the final, five-times the number of people who attended the match in person at Auckland’s Eden Park. The engagement level of fans viewing the game in this format was also game changing, with 164,000 likes across the broadcast, and almost 6,000 comments.
Media Type	Billboard
Media Agency	OMD New Zealand
General Manager	Simon Mills
Design	Jim Walsh
Planning Director	Luke Kelly
Chief Creative Officer	Shane Bradnick
Chief Executive Officer (CEO)	Catherine Harris
Director Post Production	Blair Walker
Creative Partner	Ashley Wilding
Agency	New Zealand Symphony Orchestra
Producer	Tom Colbeck
Creative Director	Ashwin Gopal
General Manager	Ian Benet
Agency	TBWA\Screen
General Manager Marketing	Dave Pearce
Director	Sacha Stejko
Account Director	Cohen Chaplin
Creative Partner	Dan Davison
General Account Director	Sarah Watford
Account Manager	Charlotte Goldstraw
Marketing Manager	Anna Gorman
Audio	Liquid Studios
PR	Eleven
Production Company	IDC Worldwide LTD