The Great Crusade (TGC) was a convoy of branded campervans following the Qantas Wallabies all over NZ during the Rugby World Cup (RWC). Experiencing the best of NZ by day and Rugby and Parties by night.We were locked out of the (RWC), not being a sponsor. Our job was to be seen as a sponsor and showcase New Zealand.We hired 25 large campervans and branded them Qantas Wallabies - TGC. An online promotion was created to win a camper for you and a friend. Enter uploading a video proving you are a fanatical Wallaby supporter.

We then invented a character, Toby Withers, 'stowed away' on TGC. Toby Withers, a famous non-tennis racquet sports reporter and former squash champion, was sent to cover the RWC.A 21 episode mockumenatry series created, produced and released over 35 days. Multi platform - Digital, TV, Mobile and In-flight for people to follow TGC.

NIELSEN Research showed A) 70% of people exposed to The Great Crusade were more interested in booking a trip to New Zealand (in the next 12 months) and B) Qantas were the most recognised sponsor of the Rugby World Cup despite not actually being one.Over 100 people got to live the experience of a lifetime touring around New Zealand experiencing the best it has to offer and attending all of the Wallabies matches and over 20 Million followed them and TGC across various content platforms.The Great Crusade series received an Emmy nomination in the Digital Fiction category.

1. Digital – Website launched calling for video entries showing how far you would go to support the Wallabies2. Social Media / Online Advertising – Introducing the concept and calling for entries3. ATL Media - Introducing the concept and calling for entry4. PR - Introducing the concept and calling for entry5. In Stadium - Introducing the concept and calling for entry via half time camper races6. EDMs - to databases of Frequent Flyers, Wallabies supporters and Media partners7. Experiential – Branded Campervan tour of country around Wallabies games8. ATL ads for the TV/Web series9. PR for TV/Web Series10. Shooting Mockumentry TV/Web Series11. Digital and social media – releasing daily episodes12. In-flight TV - releasing daily episodes (reformatted for in-flight)13. Mobile - releasing daily episodes (reformatted for mobile)14. Picked up by Free to Air TV in peak zones15. PR of Emmy nomination driving incremental viewing