ADISYNTH by TBWA\Neboko Amsterdam for Adidas

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ADISYNTH

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market New Zealand
Agency TBWA\Neboko Amsterdam
Executive Creative Director Andy Blood
Creative Director Ross Howard
Copywriter Corey Chalmers
Designer Prentice Porter
Released June 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: ADIDAS
Product/Service: ALL BLACKS SPONSORSHIP
Agency: TBWA\TEQUILA\DIGITAL\SHIFT
Date of First Appearance: Jun 3 2009 12:00AM
Entrant Company: TBWA\TEQUILA\DIGITAL\SHIFT , Auckland, NEW ZEALAND
Entry URL: http://www.somesites.co.nz/adisynth/
Executive Creative Director: Andy Blood (Tbwa\tequila\digital\shift)
Account Director: Blake Crosbie (Tbwa\tequila\digital\shift)
Senior Interactive Producer: Sarah Crosswell (Tbwa\tequila\digital\shift)
Creative Director: Ross Howard (Tbwa\tequila\digital\shift)
Designer: Prentice Porter (Tbwa\tequila\digital\shift)
Developer: Paul Hutcheon (Tbwa\tequila\digital\shift)
Copywriter: Corey Chalmers (Tbwa\tequila\digital\shift)
Account Manager: Sam Macaulay (Tbwa\tequila\digital\shift)
Media placement: Electronic Direct Mail - NZRU Database Of 120,000 - 03.09.09

Describe the brief/objective of the direct campaign.
The New Zealand All Blacks are consistently one of the world’s best rugby teams. As principal sponsor, adidas runs a campaign every year to sell the iconic black jersey and get NZ fans, existing and new, closer to the team. Every year a team poster is created which comes free with every jersey sold. This year, buying the jersey allowed fans to have the poster with the added incentive of becoming actual team photographers, bringing them closer than they had ever been.

Explain why the creative execution was relevant to the product or service.
The team poster has always been a gift with a purchase, which is ultimately a passive experience. By giving fans an opportunity to be active in making the poster, as well as contributing to a virtual, online experience on an official All Blacks site, fans now felt a part of the national team. The incentive was a unique way to get fans literally closer, by being chosen to stand on the field with the team for the close up shots. Fans were rewarded for their support as well, with free cameras at games (if seen wearing an All Blacks jersey) to be part of the experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The team poster is always a hotly anticipated souvenir. 2009 was the chance to make fans feel even closer to the team, by registering their chance to be on the playing pitch during the pre-match national anthem to photograph the team for the official team poster. Thousands of other fans also received free cameras at the game (if spotted wearing a jersey), to photograph and upload their part of a unique, multiple angle online poster at www.ishotthe2009allblacks.com.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
By giving fans an opportunity to be active in making the poster, as well as contributing to a virtual, online experience on an official All Blacks site, fans now felt a part of the national team. The promo incentive was a unique way to get fans literally closer, which resulted in an enlarged database, was one of the most viewed pages on adidas.com during the promotion and adidas achieved a 19.5% increase in year on year net sales – 80% of which was directly attributed to sales of All Blacks jerseys.