The idea was to erect a Giant Rugby Ball venue under the Eiffel Tower to act as a showcase for all things 'kiwi'. On the outside the ball was branded 100% Pure New Zealand, on the inside the ball’s skin acted as a giant 360-degree oval screen with eight projectors working as one to create a seamless audio-visual extravaganza. Free to the public during the day, by night the ball was used by the New Zealand government, and leading corporations, to showcase investment and trade opportunities. The Giant Rugby Ball will also be used in the future at other events around the world until it returns to New Zealand for the 2011 Rugby World Cup.

The ball featured in over 150 media outlets and was exposed to more than 137 million readers, listeners and viewers. 24,000 people visited the ball in Paris. It received glowing reports from the public and the media. Research conducted showed 99% enjoyed the experience and 70% intended to visit New Zealand.