Budget Car Rental New Zealand
Bringing in the boots to level the playing field
The cost of participation in sport is often too high-a-hurdle for many Kiwi families.
We teamed up Budget Car Rentals and The Wellington Phoenix FC to create The Budget Boot Drive – a grassroots initiative aimed at helping address the costs associated with sports equipment.
An earned media blitz to create awareness of the Budget Boot Drive, alongside a sustained call to action via Phoenix and Budget’s owned channels saw hundreds of Phoenix fans donate their pre-loved footy boots to the Budget Van at Phoenix games over Easter Weekend.
Wellington Phoenix partner, Football for All, collected the donated boots and distributed them back into the community to ensure they went to those who needed them the most.
Results
160 pairs of boots donated, enough to fit out 15 football teams
11 pieces of media coverage with a reach of more than 5.5 million
100% positive brand sentiment
Enthusiastic fan engagement at activation
Strong alignment with Budget’s global Drive to Do Good strategy