LION'S EPIC by Kepel & Mata for Topper

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LION'S EPIC

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Industry Apparel, Clothing & Footwear, Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Argentina
Agency Kepel & Mata
Creative Director Ramiro Crosio, Sebastian Blezowski, Maureen Hufnagel
Released December 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: ALPARGATAS ARGENTINA
Product/Service: TOPPER SPORTSWEAR
Agency: KEPEL & MATA
Date of First Appearance: Dec 8 2009 12:00AM
Entrant Company: KEPEL & MATA, Buenos Aires, ARGENTINA
Entry URL: www.topper.com.ar
Chief Creative Director: Damián Kepel (Kepel y Mata)
Creative Director: Sebastián Blezowski (Kepel y Mata)
Creative Director: Ramiro Crosio (Kepel y Mata)
Media placement: TV - FOX SPORTS - 12/2009

Results and Effectiveness
* Fans of Estudiantes are fans of Topper now, and the programme was seen by all football fans, not only Estudiantes'. * This action helped build the relationship between the brand and football and Estudiantes fans made the Estudiantes sportswear sales grow by 50%. * 50% increase sales.

Creative Execution
* Find the best way to make the fans live the World Cup * It went on air like a TV show.

Insights, Strategy & the Idea
* To create a greater bond between Topper and Football * Males aged 15-50 – Fans of Estudiantes de la Plata and fans of football * Topper makes the Estudiantes football club T-shirt. For Estudiantes fans, being in the World Cup is something historical, we wanted to share the emotions with them. * This is a document never made before by any brand, it is unique. The fans watched something never seen before, they lived the excitement of the cup with the players.