ADIDAS: ADITHREAD

Credits:

Type of Entry: Use of Media
Category: Sponsorship or Partnership Campaigns
Title: ADITHREAD
Advertiser/Client: ADIDAS NEW ZEALAND / NEW ZEALAND RUGBY UNION
Product/Service: ALL BLACKS RANGE
Entrant Company: TBWA\WHYBIN\TEQUILA Auckland, NEW ZEALAND
Sales Promotion/Advertising Agency: TBWA\WHYBIN (180\TBWA) Auckland, NEW

ZEALAND
Creative Credits
Name Company Position
Andy Blood TBWA/WHYBIN Executive Creative Director
Guy Roberts TBWA/WHYBIN Creative Director
Corey Chalmers TBWA/WHYBIN Writer/Art Director
Guy Roberts TBWA/WHYBIN Writer/Art Director
Che Tamahori Shift Interactive Creative Directior
Robert Harvey TBWA/WHYBIN Media Arts
Rhys Sinnot TBWA/WHYBIN Account Director
Blake Crosbie TBWA/WHYBIN Account Manager
Ross Brown Match Photographer
Andy Salisbury/Chris Clifton Cake Retouchers
Sarah Crosswell Shift Interactive Producer
Prentice Porter Shift Interactive Design
David Harris Shift Database Development
Robin Southgate Shift Flash Developer/Programmer
Alex Chea Shift Flash Design
Len Cheeseman Typography
Hayden Cake Typography
Details
Describe the brief from the client:
In 2007 the Adidas sponsored All Blacks suffered the most unexpected defeat at the Rugby World Cup. The challenge was to reconnect a disillusioned fan base with the team and strengthen Adidas’ brand position in the process. To do this we needed an idea that would get fans closer to the All Blacks by registering their support in a new, innovative and disruptive way.
Describe how the promotion developed from concept to implementation:
The insight was that the strength of the fans relationship was in the enduring power and legacy of the All Black jersey. The promotion was an integrated campaign where the jersey itself became message and medium. An interactive promotion invited fans to sign a virtual jersey thread. In a world first we then used nanotechnology to imprint the names on to a real thread to be sewn into the captains jersey. Alongside this was a unique chance for babies born on a 2008 test match day to be gifted a special All Blacks jersey, capturing a new generation of fans.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The campaign took on a life of its own generating blog stories around the world and over 25,000 google results. The New Zealand media ran the campaign as the lead story in the primetime news bulletins and it made the front section of the major metropolitan newspapers. The website generated traffic from over 150 countries. 68% of NZ babies born on test match dates claimed their special jersey. Interest in the All Blacks was restored with research showing 18% more fans expressing interest. Ultimately, almost 10,000 fans got to have their name nano-imprinted into a piece of All Black history.
Explain why the method of promotion was most relevant to the product or service:
Never before had sports fans had such an interactive and tangible way in which to become a part of their favourite team. The promotion would literally stitch the fans into adidas product and All Black history, deepening the relationship between the fans, adidas product, and All Blacks team. Additionally, we were giving the new generation of fans a special memory and affinity for the adidas brand they would carry with them for the rest of their lives.