An integrated campaign that built a persuasive story around a classic Kiwi father and son who realised they could and should back every team in every game across the Rugby World Cup, changing the conversation and betting behaviour as a result. The campaign opened the floodgates with more active customers, new and current, betting more often and on more games than in any other previous sporting event, driving betting of $32.9 million across six weeks. Total turnover increased 66% (versus the 2015 Rugby World Cup), taking the number one spot over the previous record-breaking 2014 FIFA World Cup.