The campaign took on a life of its own generating blog stories around the world and over 25,000 Google results. The New Zealand media ran the campaign as the lead story in the primetime news bulletins and it made the front section of the major metropolitan newspapers.The website generated traffic from over 150 countries.And 68% of NZ babies born on test match dates claimed their special jersey. Interest in the All Blacks was restored with research showing 18% more fans expressing interest.Ultimately, within an 8 week time frame, almost 10,000 fans got to have their name nano-engraved into All Black Richie McCaw's jersey.

We seeded a short film to a database of 40,000 thousand of rugby fans, asking them to share with us what the All Blacks Jersey meant to them. They responded by going to the virtual thread where they posted their names and their thoughts. OOH media, POS promotion, PR and editorial coverage in newspapers and on prime-time TV also activated and amplified the story driving traffic to the sight.Alongside this we launched ‘Birthright’, a promotion that provided a unique chance for babies born on the day of a 2008 test-match day to be gifted a special All Blacks jersey, by an All Black, which gave us a new generation of fans.