Case Study: 2degrees reshapes women’s rugby engagement with TBWA Worldwide

2degrees drives 18,200 TikTok attendees with TBWA Worldwide

The customer, 2degrees, faced the challenge of New Zealand’s Women’s Rugby league facing potential cancellation due to low fan engagement, poor attendance, and limited coverage. The vendor, TBWA Worldwide, was tasked with reinventing the live sports format for a mobile and social-first audience to secure the league's future.

TBWA Worldwide orchestrated a solution by creating the world’s first vertically-shot TikTok final, uniting 2degrees, NZ Rugby, Sky Sport, and TikTok. This innovative broadcast delivered record-breaking results, including 33 million earned reach and 18,200 virtual attendees—nine times the previous year's stadium attendance. The campaign's success secured the league for five more years and significantly boosted 2degrees' brand reputation, making it the only NZ telco to rank in Kantar’s top 20 Corporate Reputation Index.

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