Breaking all the rules (within the rules).
Qantas has been the official naming rights partner and the Official Airline for the Australian Wallabies since 2004.
When Emirates became the Official Airline for the 2011 Rugby World Cup in New Zealand it created a dilemma - Qantas needed to be recognised as a sponsor of the Wallabies but could not pass itself off as a sponsor of the Rugby World Cup itself.
A convoy of 25 branded campervans filled with 128 fanatical supporters (our 'Great Crusade'), celebrities and bands followed the Qantas Wallabies around New Zealand. The tour was hosted by actor Phil Lloyd - best known as Myles Barlow from the 'Review' TV series. He posted daily hilarious updates on event, and a 21-part comedy series was born.
Research indicated that The Great Crusade positioned Qantas as the best-known sponsor of the Rugby World Cup - despite not being a sponsor.
It was the most talked about campaign of 2011/2012 with more than 20 Million views of the branded entertainment. In addition it positively promoted New Zealand with 70% of those exposed agreeing it increased their interest in visiting the country.