SOUL CROSSING by Doubleyou for Umbro

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SOUL CROSSING

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Industry Clothing, Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market Spain
Agency Doubleyou
Director Iker Treviño
Executive Creative Director Iñaki Marti
Creative Director Ferrán López
Art Director Clara San Roma
Photographer Alfonso Herranz, Unknown Artists
Released April 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: UMBRO
Product/Service: SPORTSWEAR BRAND
Agency: DOUBLEYOU REMO
Date of First Appearance: Apr 6 2011
Entrant Company: DOUBLEYOU REMO, Madrid, SPAIN
Entry URL: http://festivals.doubleyou.com/2011/umbro_crossing/cannes.html
Executive Creative Director: Iñaki Martí (DoubleYou)
Creative Director: Ferrán López (DoubleYou)
Senior Copywriter: Marta Casseny (DoubleYou)
Senior Art Director: Rafael Merino (DoubleYou)
Art Director: Clara San Roma (DoubleYou)
Technical Director: Javier Urbaneja (DoubleYou)
Interactive Director: Javier Tardaguila (DoubleYou)
General Manager: Jordi Pont (DoubleYou)
Account DIrector: Luis Ortiz (DoubleYou)
Account Executive: Jacobo Caballero (DoubleYou)
Account Executive: Lidia Vilariño (DoubleYou)
Audiovisual Production Director: Eugenia Esquerdo (DoubleYou)
Audiovisual Production Assistant: Alba Monteagudo (DoubleYou)
Director: Iker Treviño (Debolex)
Photographer: Unknown Artists
Photographer: Alfonso Herranz
Media placement: Emailing - Athletic Club's Database - 6 April 2011
Media placement: PoS - Brand's Stores And Club's Boutique - 6 April 2011
Media placement: Website - Www.defendidaportodos.com - 6 April 2011
Media placement: Video (2 Videos) - Youtube - 6 April 2011
Media placement: Ambient (People Sporting Kit) - Bilbao Streets - 18 April 2011
Media placement: Mobile Application - Promotion Mobiles - 18 April 2011

Describe the brief/objective of the direct campaign.
Umbro’s campaign to present Athletic-Bilbao’s new away kit faced two issues.
First, it was going to be their only marketing effort in 2011 (is the only club that wears the brand).
And second, despite being a historic soccer name, it was not very well known.

This meant their objectives were also double: to drive store traffic and to create a desirable brand image amongst the club’s fans and beyond.

The campaign also had to follow their positioning: being a brand that clashes football with culture.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Given that Athletic-Bilbao is such a special club—employing only local players – and it was a campaign for their away kit, we decided to flip a jersey’s natural progression: its fans would fill it with memories of Bilbao before presenting it to the players to proudly sport during away games.

The campaign was launched with a video showing famous Athletic fans wearing the jersey. Both a website and POS in the brand’s stores offered people the chance to wear the jersey. The lucky winners carried a GPS-equipped mobile which allowed viewers to track the jersey’s movements on the website.

Explain why the creative execution was relevant to the product or service.
The first thing a new brand must do is dazzle the club’s fans. We wanted to give them an experience that money couldn’t buy.

By flipping a uniform’s natural progression, giving if first to the people, we put people at the centre of the communication.

Technology made possible that everyone, not just the lucky winners could experience in real time, how the jerseys were picking up memories from Bilbao.

Sign-up occurred at brand’s stores to drive traffic while the campaign (its message, the use of video format) had a sentimental touch, in order to create brand awareness.

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.
2,168 entered the draw in just a week (despite being Easter week)
66 winners sported the jerseys before the players.
245 of Bilbao’s key spots were poured into the jersey.
14,189 site unique visitors.
Fans from other regions of Spain and as far out as Argentina or Santiago de Chile, signed up to be one of the jersey bearers.
Unveil event was shown on all major Spanish TV stations, including Channel Cuatro News' playback of the entire campaign video (90 seconds of free air time).