ANZ turns ANZ Bank Branch into a Fan-First Celebration of Auckland FC via Eleven PR
To kick off Auckland FC’s second season, ANZ Bank New Zealand, proud major sponsor of the club, teamed up with Eleven PR (part of TBWA\NZ Group), to bring football fandom to the heart of the city. The bank’s Queen Street branch was transformed into a larger-than-life fan experience that put supporters front and centre.
The “Locker Room” activation reimagined the branch as an Auckland FC-inspired football hub. Fans could step into the action with player nameplates, authentic jerseys, and a “No.1 Fan” bay – a dedicated spot to capture their own locker-room moment.
On launch day, hundreds of fans, young and old, braved the rain to meet players, take part in competitions and photo opportunities, and collect branded keepsakes.
Outside, the branch’s striking 13-metre-wide window decal – an ANZ-branded football “smashing” through glass – turned the space into a month-long celebration of Auckland FC pride.
Over the two-month campaign, the activation delivered more than 5.3 million in total reach, with nearly six hundred attendees on activation day and more than 900 branded assets shared with fans The branch window front was seen an estimated one million times by passing foot traffic.
“We wanted to give fans a chance to step into the action, celebrate their heroes, and take home a prized keepsake,” says Eleisha Balmer, Client Partner at Eleven PR. “Transforming the Queen Street branch into part super fan, and part Locker Room let us showcase the new season two jersey while creating a moment that was fun, iconic, and shareable – exactly the kind of real-world experience fans are looking for today.”
Says Sarah Rogan, Head of Sponsorship at ANZ: “This activation brought our sponsorship to life in a way that genuinely connected with fans and families. Turning our branch into a celebration of Auckland pride and football passion reflects our ongoing commitment to supporting local sport.”
Following the success of the “Locker Room” experience, the custom-built assets will continue to feature at future ANZ x Auckland FC fan events and in-branch displays, reinforcing the partnership for seasons to come.
Client: ANZ Aotearoa
Agency Activation Partner: Eleven PR
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