SHIRT WITH A STORY by Jung for Adidas

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SHIRT WITH A STORY

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Sweden
Agency Jung
Creative Director Claes Bodén
Art Director Björn Lundevall
Released August 2012

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: ADIDAS
Product/Service: FOOTBALL JERSEYS
Account Director: Martin Abrahamsson (Jung)
Creative Director: Claes Bodén (Jung)
Art Director: Björn Lundevall (Jung)
PR Advisor: Alexander Stempel (Jung)
Strategic Advisor: Olle Ahnve (Jung)
PR Advisor: Henrik Hallberg (Jung)
Production manager: Anika Fabre Bodén (Jung)
Media placement: Leak Of Pictures - Baraben.com - 2 March 2010
Media placement: Viral Fan Films - Youtube.com - 3 March 2010
Media placement: "Splash" Take-Over Club Websites - Aik.se, Dif.se - 4 March 2010
Media placement: "Splash" Take-Over, Online Shops - Aik.se, Dif.se - 4 March 2010
Media placement: App, Change Profile Pictures - Facebook, AIK+IFK - 6 March 2010
Media placement: Adds And Meet & Greet Players - Stadium Magazine, Stadium Stores - 3-10 March 2010
Media placement: Arena Take-Over At Premiere - Sweden National Arena, Ullevi - 13-14 March 2010

Summary of the Campaign
Before the 2010 football season, adidas planned to launch the new club jerseys for Sweden’s three biggest rival football clubs. For the first time ever, these jerseys were going to be launched at the same time, under the same concept "Every team needs a shirt with a story". Unlike other campaigns, this would be based around the fans and not forced upon them.

The jerseys were launched together with the fan clubs.

Sweden’s biggest football blog for IFK Göteborg, leaked photos of a player wearing the new jersey.

AIK recorded a movie with a "Godfather" theme, in which the club manager presented the number 10 jersey to the fans’ favourite pet, Martin Mutumba.

Djurgårdens IF recorded a movie with the fighter Mattias Jonsson.

Facebook applications were created that switched the users profile pictures, showing their support for the different clubs.

A key activity was the "Icon images", shot to connect the clubs with the global campaign look. The images where used for PR and as promotional material in all other available channels, such as in-store, arena visual merchandising and various ads.

The sales for the clubs increased by 99% compared to 2009.

The Situation
Coming up to the 2010 season, adidas was going to launch new team shirts for the AIK, Djurgårdens IF and IFK Göteborg soccer teams. Very few would contradict the statement that these three teams are major rivals in Swedish soccer. Regardless of who beats whom.

This was also the first time that adidas staged a broad campaign to simultaneously launch the team shirts for the three teams. The great challenge was to produce three unique campaigns for three rivaling teams, using the very same communication concept for all of them. "Every team needs a shirt with a story."

The Goal
The adidas goal with the shirt campaigns for AIK, Djurgårdens IF and IFK Göteborg was to:

1. Build excitement and expectation to drive the sales of the new team shirts, while also building a relationship between adidas and the clubs’ supporters.

2. Continue to work in the global adidas soccer campaign: "Every team needs a shirt with a story" to strengthen the brand name with the main target group.

The Strategy
The strategy and plan consisted of:

1. Launch the shirts for AIK, Djurgårdens IF and IFK Göteborg within the framework of the communication concept of "Every team needs a shirt with a story".

2. Use the force of the clubs, and primarily the supporters, to broadcast and spread the message with high credibility – and of course create purchase power.

3. Focus the communication to PR, social media and retail.

The most important aspect of the campaign was that it should be well received by the supporters, as they were to be the carriers of the campaign to help us broadcast the messages and create sales. The campaign was supposed to be perceived as the supporters’ own campaign, not something that was coerced on them by commercial forces. It was very important that the messages were extremely penetrating, speaking directly to the hearts of the supporters.

Execution
The shirts were launched in cooperation with the teams' supporter clubs.

For IFK Göteborg, Sweden’s largest supporter blog, leaked pictures showing a player wearing the new shirt, three days before the launch.

For AIK and Djurgården viral films were produced, starring favourite players.

For AIK and IFK Göteborg, Facebook applications were created to enable the users to change their profile pictures.

A key activity was the posting of "icon pictures" taken to link the clubs to the concept. The material was used both as a major part of the clubs’ communication during the year, and in all communication from adidas and its retailers.

Together with adidas, the clubs organized launching events where the most important players participated to meet the fans and present the shirt concepts.

The campaign messages were communicated at the stadiums when the teams played their first games wearing the shirts.

Documented Results
The adidas shirt campaigns got a lot of coverage in both the soccer media and the supporters’ own channels at the start of the season. Furthermore, there were massive amounts of discussion threads on the campaigns in virtually all supporter forums related to the three clubs.

The films produced for the clubs generated a combined total of 40,000 viewings on YouTube in the first three weeks. In the same period, more than 10,000 soccer fans became carriers of the campaign in social media by using their profile pictures to highlight the shirt campaign in their own networks.

The 2010 sales of adidas shirts for the three clubs have substantially exceeded the 2009 sales – for all clubs. In total, the sales for the three clubs’ team shirts increased by 99 %, 171 % up for AIK, 43 % for Djurgårdens IF and 103 % for IFK Göteborg.