Archer Digital, Design & Branding, Case study The Biggest Sports Endorsement Deal Of All Time [image] by FCB Chicago

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The Biggest Sports Endorsement Deal Of All Time [image]

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Industry Household maintenance & pet products
Media Digital, Interactive & Mobile, Design & Branding, Case study
Market United States
Agency FCB Chicago
Chief Creative Officer Liz Taylor
Executive Creative Director Max Geraldo
Creative Director Tom Flanigan
Production FND Films
Production Lord + Thomas
Released October 2016

Awards

Cannes Lions 2017
Direct Campaign: Low Budget / High Impact Campaign Silver Lion
Media Sectors: Fast Moving Consumer Goods Bronze Lion

Credits & Description

Title: The Biggest Sports Endorsement Deal Of All Time
Agency: Fcb Chicago
Brand: Archer+Wolf Llc
Country: USA
Entrant Company: Fcb Chicago
Advertising Agency: Fcb Chicago
Pr Agency: Current Marketing, Chicago
Production Company: Fnd Films, Chicago / Lord + Thomas, Chicago
Chief Creative Officer: Liz Taylor (Fcb Chicago)
Senior Audio Engineer: Jason Ryan (Lord + Thomas)
Vp, Strategic Planning Director: Tom Hehir (Fcb Chicago)
Svp, Executive Creative Director: Max Geraldo (Fcb Chicago)
Vp, Executive Producer: Jared Stachowitz (Lord + Thomas)
Audio Engineer: Alec Chojnacki (Lord + Thomas)
Creative Director: Tom Flanigan (Fcb Chicago)
President: Aaron Fronk (Fnd Film)
Producer: Cooper Johnson (Fnd Film)
Vice President: Vinny Degaetano (Fnd Film)
President: Virginia Devlin (Current Marketing)
Account Supervisor: Derek Reinglass (Current Marketing)
Assistant Account Executive: Jon Farren (Current Marketing)
Client Brief Or Objective:
The overall budget was $340. We turned a brand that few people had heard of, and a baseball player that even fewer people had heard of, into a huge news story. This resulted in a 300% increase in sales for Archer products. Not to mention more media coverage the brand had ever seen.
Relevancy:
This idea leveraged Ambient media to allow consumers to interact with the brand and earn press coverage. It was an incredibly low cost idea, but earned significant press coverage that resulted in a sales lift of 300%.
Synopsis:
Archer is a home goods company for men. They make a variety of manly home care products like air fresheners and dish soaps. Only five years old, Archer is a small company, but is well-positioned to make a big impact in the marketplace. They approached us looking for a disruptive idea that could break through a crowded category to connect with their target despite a very limited budget.
Campaign Description:
Archer was looking to create some buzz, so we signed independent league pitcher Clay Chapman to the largest sports endorsement deal in history: $3.4 billion paid out over 10 million years (with an option to extend).
Strategy:
We needed to connect with men who love sports. The problem is sports marketing is expensive and Archer had a small annual marketing budget. We knew we needed to be disruptive. That’s why we didn’t copy those big sports brands and chase the highest paid players. Also because their lawyers sent us cease and desist letters. Instead, we went straight to the minor leagues and found our diamond in the rough: Windy City Thunderbolts pitcher Clay Chapman. Clay was the perfect fit for the brand because he’s a young, hungry player who really appreciates a good air freshener (since he spends so much time in locker rooms). To make sure the deal was big enough to grab headlines, we held a press conference to announce the biggest sports endorsement of all time.
Execution:
We did what anyone would do when handing over $3.4 billion to a sports player. We hosted a press conference in a sports museum, named after a famed baseball announcer. We had Clay speak to the press, who brought news cameras and reporters. We streamed the event over Facebook Live for fans and media from around the world, with all social and digital content leading people to archermen.com. And, most importantly, we had Clay sign autographs. Lots and lots of autographs.
Outcome:
So, did it work? You bet. The press event was attended by major news outlets like FOX, The Associated Press, NBC, and hundreds of Clay’s fans. We went from no one having heard of us, to everyone talking about us overnight. Archer sales increased by 300%, with just a $340 investment. That’s a pretty good ROI for the first year of the partnership, and we expect the trajectory to continue over the next 9,999,999 years.