JERSEY SWAP by TBWA\Neboko Amsterdam for Adidas

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JERSEY SWAP

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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: Best Use of Internet/Online Advertising in a Promotional Campaign
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/jerseyswap/viral/
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 - Flossie Media Group Database - 23.04.09
Media placement: Electronic Direct Mail - NZRU Database - 23.04.09

Describe the objective of the promotion.
The brief was to promote the new range of 2009 adidas Super 14 rugby jerseys. With New Zealand’s saturated rugby calendar taking up nine months of the year, adidas needed to find new channels to create talkability and sell the new kit. Traditional supporters would buy the jerseys regardless, but the market of peripheral fans (people who enjoy the spectacle and the occasion) was identified as an ideal target.

Describe how the promotion developed from concept to implementation
Adidas created a tongue in cheek website with real viral potential. The site used the after-match rugby tradition of swapping jerseys, to appeal to a new peripheral audience – the women in the fans’ life. Now they could find a reason to watch rugby and notice the new jerseys by seeing NZ’s hottest talents take them off. The site spread without any above the line activity. POS promoted the site with an additional incentive of swapping purchased jerseys with an actual player after a match. You could also personalise your own poster of a player to print out or forward on.

Describe the success of the promotion with both client and consumer including some quantifiable results
316,357 unique visits in the six week campaign period – the second half of the Super 14 championship. 365,194 videos viewed 6,524 personalised posters printed Free press coverage on the major weekend metros, word of mouth from as far as Perez Hilton in LA, and by far the most watched section of adidas.com. And adidas ran out of stock for the 2009 season.

Explain why the method of promotion was most relevant to the product or service
The campaign idea, though very tongue in cheek, was grounded in a traditional truth about rugby jerseys, and the time honoured post match swap. The fact this rarely happens these days gave it extra appeal – and the jersey was always central. The NZ rugby season also takes up most of the year. We needed to break through the clutter and sameness of the “macho sport” promo, by getting a new audience that, while peripheral, would get talking and spread the word. - It worked, got press, invited parodies, and ensured adidas ran out of stock for the 2009 season.