The challenge was capturing the public's attention and conveying the seriousness of the issue with limited resources. We knew that our fanbase would strongly support the campaign but we needed that support to extend to the New Zealand general public and beyond. Next, convert that emotion into tangible results and metrics that would persuade the governing body. We had only one shot to Save The Nix.

​

Our strategy revolved around #SaveTheNix as the tagline and call to action which our activations could leverage. As well as utilising digital channels to spread awareness we wanted physical reminders to give the movement a foundation and generate PR opportunities to spread the campaign to a broader audience.

​

Phase 1:

• Release statements across digital channels and release the #SaveTheNix hashtag.​

• Execute 'Scarf Wellington' activation - using leftover scarfs to cover the city in creative ways.

• Launch a Givealittle fundraiser in collaboration with the official supporter's club (Yellow Fever / Nga Wana Kowhai) - money raised would fund discounted season memberships to be donated to local charitable organisations.

Phase 2:

• Leverage the buzz and channel the campaign to a single #SaveTheNix game encouraging the public to celebrate the club and voice their support for a 10-year license extension.​

Phase 3:

• Execute the #SaveTheNix game and capture/share the public's support.

• Continue the movement throughout the season and package the metrics for management to use in a license application.

​​

The 'Scarf Wellington' activation gained the support of the Wellington Mayor who even took liberties by climbing and scarfing famous city sculptures to avoid police interruption. It became a talking point across the city and entered the campaign into national media rotation.

​​

From there the campaign snowballed, growing in momentum and gaining international recognition. Notably, the London-based football media company Copa90 did a documentary in support of the #SaveTheNix campaign. Fans from rival clubs across the league and as far as Europe displayed signs at games, the tagline appeared on local businesses and even appeared in video games.

​

Crowd numbers skyrocketed and the club celebrated its 1 millionth fan, coincidentally (and genuinely) at the flagship #SaveTheNix game. The movement became the defining legacy of the league that season.