ADISYNTH by TBWA\Neboko Amsterdam for Adidas

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ADISYNTH

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market New Zealand
Agency TBWA\Neboko Amsterdam
Executive Creative Director Andy Blood
Copywriter Corey Chalmers
Designer Prentice Porter
Released March 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: ADIDAS
Product/Service: ALL BLACKS SPONSORSHIP
Agency: TBWA\TEQUILA\DIGITAL\SHIFT
Date of First Appearance: Mar 17 2009 12:00AM
Entrant Company: TBWA\TEQUILA\DIGITAL\SHIFT , Auckland, NEW ZEALAND
Entry URL: http://www.somesites.co.nz/adisynth/
Executive Creative Director: Andy Blood (TBWA \ Tequila \ Digital \ Shift)
Account Director: Blake Crosbie (TBWA \ Tequila \ Digital \ Shift)
Copywriter: Corey Chalmers (TBWA \ Tequila \ Digital \ Shift)
Senior Interactive Producer: Sarah Crosswell (TBWA \ Tequila \ Digital \ Shift)
Designer: Prentice Porter (TBWA \ Tequila \ Digital \ Shift)
Flash Programmer: Romain Perin (TBWA \ Tequila \ Digital \ Shift)
Developer: Dipan Chauhan (TBWA \ Tequila \ Digital \ Shift)
Media placement: Electronic Direct Mail - NZRU Database Of 120,000 - 03.09.09

Describe the objective of the promotion.
The New Zealand All Blacks are consistently one of the world’s best rugby teams. As principal sponsor, adidas runs a campaign every year to sell the iconic black jersey and get NZ fans, existing and new, closer to the team. Every year a team poster is created which comes free with every jersey sold. With this year’s promotion, buying the jersey allowed fans to have the poster with the added incentive of becoming actual team photographers, bringing them closer than they had ever been.

Describe how the promotion developed from concept to implementation
The chance to become an official All Blacks photographer was promoted with point of sale, web banners, in-stadium films, and an instructional video on adidas.com featuring megastar Jonah Lomu: simply purchase a jersey and be in to win. Even if you didn’t win, you did - if you wore a jersey to the game. Hundreds of other proud, jersey-wearing fans also received free cameras at the home test matches to photograph the team. These were collected and uploaded to make a unique, multiple angle online poster at www.ishotthe2009allblacks.com. A traditional 2D poster was available free to download.

Describe the success of the promotion with both client and consumer including some quantifiable results
By giving fans an opportunity to be active in making the poster, as well as contributing to a virtual, online experience on an official All Blacks site, fans now felt a part of the national team. The promo incentive was a unique way to get fans literally closer, which resulted in an enlarged database, was one of the most viewed pages on adidas.com during the promotion and adidas achieved a 19.5% increase in year on year net sales – 80% of which was directly attributed to sales of All Blacks jerseys.

Explain why the method of promotion was most relevant to the product or service
The team poster has always been a promotional gift with purchase, which is ultimately a passive experience. By giving fans an opportunity to be active in making the poster, as well as contributing to a virtual, online experience on an official All Blacks site, fans now felt a part of the national team. The promo incentive was a unique way to get fans literally closer, by being chosen to stand on the field with the team for the close up shots. Fans were rewarded for their support as well, with free cameras at games (if seen wearing an All Blacks jersey) to be part of the experience.