TAB - Digging Up Beldisloe's Past

The Bledisloe Cup epitomises the greatest rugby rivalry between NZ and Australia. But it’s been 21 long years since Australia last won a match on NZ soil. So long that the stadium they last won at doesn’t even exist.

So to spur on the trans-tasman rivalry and encourage betting, we launched a tongue-in-cheek campaign that dug up the past on this unfortunate history, featuring an Aussie fan on his annual pilgrimage to the site of the once-famous Carisbrook Stadium.

We also used real-time betting data for a digital billboard campaign that revealed which side of history Kiwis were betting on. And sparked sporting memorabilia madness by selling some ‘Hallowed Carisbrook soil’ on TradeMe.