WORLD CUP ENERGY SHIRT by Czar, N=5 for Nuon

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WORLD CUP ENERGY SHIRT

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Industry Energy & Water Utilities
Media Direct marketing
Market Netherlands
Agency Czar
Agency N=5
Director Willem Gerritsen
Creative Director Pim Kok
Art Director Paul Bakker
Copywriter Paul Hillesum
Client Service Director Lidewij Blaneke
Producer Michel De Goede, Emelie Van Wensven
Editor Bian Ent
Released June 2010

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: NUON
Product/Service: ENERGY
Agency: N=5
Date of First Appearance: Jun 1 2010
Entrant Company: N=5, Amsterdam, THE NETHERLANDS
Art Director: Paul Bakker (N=5)
Copywriter: Paul Hillesum (N=5)
Creative Director: Pim Kok (N=5)
Agency Producer: Christ Bloemheuvel (N=5)
Agency Producer: Françoise Tanis (N=5)
Client Service Director: Lidewij Blaneke (N=5)
Account Director: Brigitte Kuijpers (N=5)
Account Manager: Leontien Twijnstra (N=5)
Strategy Director: Marc Oosterhout (N=5)
Director: Willem Gerritsen (CZAR)
Producer: Michel de Goede (CZAR)
Producer: Emelie van Wensven (CZAR)
Editor: Bian Ent (The Ambassadors)
Head of Marcom and Internet: Ilse Lasschuijt (Nuon)
Marketing Communications Advisor: Stijn Rohof (Nuon)
Media placement: Premium - Online And Pop-Up Stores - June 1st 2010
Media placement: TV Campaign 1 Spot - Ster, RTL, SBS, National Geographic Channel - June 1st 2010
Media placement: Online Campaign 2 Spots - Online - June 5th 2010

Describe the brief/objective of the direct campaign.
Nuon wanted to fully utilize their sponsorship of the Dutch Soccer League (KNVB) and the National Soccer Team and win the heart of every fan of the team in the country. By doing this in an original and humorous way, the goal was to achieve an increase of brand sympathy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came up with an unique and sympathetic item which we promoted through TV, internet and pop-up stores. We wanted to increase the brand sympathy and let the whole country know about Nuon's sponsorship of the Dutch Soccer Team. Other concrete goals were: sell all shirts before the start of the knock-out round, get into the top-5 of the Dutch World Cup gadgets and generate free publicity.

Explain why the creative execution was relevant to the product or service.
Nuon is a proud sponsor of the KNVB, the Dutch Soccer League. The shirt makes a unique and logical connection between energy and the national colour of the Netherlands: orange. Also we used the traditional rivalry between the teams of The Netherlands and Germany.

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.
The campaign got the highest rating ever for a campaign for a power company. All 55.000 shirts sold out, the commercial was viewed over 620.000 times during the tournament. The shirt was picked up by all popular Dutch media, and the shirt also got a lot of attention of the international media. The shirt was voted most popular Dutch World Cup gadget by Eredivisie Live, the national soccer TV channel. The campaign reached 91% of the Dutch people. People even posted their own videos online playing various games with the shirt.