THE 12TH MAN by TBWA\ Singapore for Adidas

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THE 12TH MAN

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Singapore
Agency TBWA\ Singapore
Executive Creative Director Andy Fackrell
Creative Director Gary Steele, Sean Thompson, Todd Bois, Hagan De Villiers Tbwa
Art Director Benjamin Bartels, Alan Von Lutzau, Aaron Tan, Crista Moore
Copywriter James Fitt, Ben Bletch
Designer Simon Andolina
Released September 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: ADIDAS
Product/Service: SPORTS EQUIPMENT
Agency: TBWA\SINGAPORE
Date of First Appearance: Sep 25 2009 12:00AM
Entrant Company: TBWA\SINGAPORE, SINGAPORE
Creative At Large: John Merrifield (TBWA Singapore)
Creative Director: Gary Steele (TBWA Singapore)
Creative Director: Hagan de Villiers (TBWA Singapore)
Art Director: Aaron Tan (TBWA Singapore)
Senior Copywriter: Mohan Prabharkar (TBWA Singapore)
Senior Strategic Analyst: Alexis de Montaigu (TBWA Singapore)
Account Director: Jun Shea (TBWA Singapore)
Senior Account Manager: Evelyn Tan (TBWA Singapore)
Executive Creative Director: Andy Fackrell (180 Amsterdam)
Art Director: Alan von Lutzau (180 Amsterdam)
Art Director: Benjamin Bartels (180 Amsterdam)
Copywriter: James Fitt (180 Amsterdam)
Account Manager: Feliciano Robayna (180 Amsterdam)
Creative Director: Sean Thompson (Riot, U-Turn)
Creative Director: Todd Bois (Riot, U-Turn)
Art Director: Crista Moore (Riot, U-Turn)
Copywriter: Ben Bletch (Riot, U-Turn)
Designer: Simon Andolina (Riot, U-Turn)
Developer: Martin Graney (Riot, U-Turn)
Account Director: Peter Adams (Riot, U-Turn)
Media placement: Print - 5 Executions - Men's Health Magazine - 25 September 2009
Media placement: Outdoor - 5 Executions - Trains - Sticker - 25 September 2009
Media placement: Ambient - 5 Coasters - Harris Bar - Pub - 2 October 2009
Media placement: Online Banners - 4 Executions - Yahoo! - 25 September 2009
Media placement: In-Store Display - Adidas Stores - 25 September 2009

Describe the objective of the promotion.
In 2009, adidas launched its new Club License Merchandise in 5 markets in South East Asia. With there being no big events like the World Cup or Euro Cup that year, the challenge was to somehow maintain the football fan’s passion in South East Asia.

Describe how the promotion developed from concept to implementation
Adidas needed to do something different, and move beyond conventional sales promotion. They needed to stoke the passion of the football fan in its purest form – his love for his team. The strategy was to let fans express their team loyalty, compete to be the 12th man of their team and thus identify the ultimate fans in SEA.

Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign has proven to be very effective: • Sales revenue during the campaign period exceeded the results of 2008 by 14% (despite a narrower product range available) • 30% increase in footfall into adidas stores during campaign period (against a target of 20%) • An increase of our Facebook fan base by more than 1000% in six weeks. • A staggering volume of comments, dialogues and debates on our Facebook fan page – evidence that club fanaticism had been successfully revived.

Explain why the method of promotion was most relevant to the product or service
The promotion directly tapped into a fan’s mindset: 1. It used a symbol that a true fan will be proud to display: A limited edition team scarf. 2. It dared you to do something only a true fan would do: to change your Facebook profile picture to a shot of yourself wearing a team scarf. 3. It reflected the social nature of being a fan: by having you convince as many friends on Facebook as you can to do the same. 4. The ultimate reward for true fans: An unforgettable journey to the home ground of your favourite team.