Adidas Promo BE IMMORTALISED by Whybin\TBWA Auckland

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market New Zealand
Agency Whybin\TBWA Auckland
Executive Creative Director Andy Blood
Creative Director Guy Roberts
Art Director Carl Laubscher
Creative Jessica Neale, Amy Thexton
Digital Creative Director Ross Howard
Released March 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: ADIDAS
Product/Service: MERCHANDISE
Date of First Appearance: Mar 5 2010
Entrant Company: TBWA\TEQUILA, Auckland, NEW ZEALAND
Entry URL:
Executive Creative Director: Andy Blood (TBWA / Tequila)
Creative Director: Guy Roberts (TBWA / Tequila)
Creative: Jessica Neale (TBWA / Tequila)
Creative: Amy Thexton (TBWA / Tequila)
Art Director: Carl Laubscher (TBWA / Tequila)
Digital Creative Director: Ross Howard (TBWA / Tequila)
Senior Designer: Prentice Porter (TBWA / Tequila)
Digital Producer: Sarah Crosswell (TBWA / Tequila)
Account Head: Blake Crosbie (TBWA / Tequila)
Account Head: Samantha Macauley (TBWA / Tequila)
Media placement: Digital -,,,, - 22nd March 2010
Media placement: Radio - More FM - 25th April 2010
Media placement: Print - Match Programmes - 12/13/19/20 March

Describe the objective of the promotion.
Rebel Sport ‘Super 14’ is the Southern Hemisphere’s pre-eminent Tri Nations rugby tournament that’s played between 14 competing teams from New Zealand, South Africa and Australia. It brings out the best in players and their die-hard rugby fans. Adidas supplies the kit to the NZ teams and their fiercely loyal supporters. It’s in their interest to stoke the fires of regional pride in order to sell apparel (in home and away colours) to as many competing tribes as possible.

Describe how the promotion developed from concept to implementation.
We wanted fans to compete for the title of New Zealand's Greatest Rebel Sport Super 14 Fan with the winner being immortalised as a life-size, cast-in-aluminium, statue that’s displayed at their team's home ground. The rugby obsessed can register themselves at before drumming up support using a simple online voting system. At the end of the season, five Rebel Sport Super 14 players will select their team's biggest fan. These fans will then go on to compete in the ultimate and near impossible trivia challenge, with the winner taking the coveted title/statue prize.

Explain why the method of promotion was most relevant to the product or service.
The campaign is heavily supported at point of sale in over 100 Rebel sports stores, and through heavy radio promotion, supported by in-stadium films, and online, with well known Super 14 players starring in YouTube videos being put on the spot and having their own Super 14 knowledge being tested.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Thousands entered and drummed up support form all corners. Five winners were selected - one to represent each Super 14 franchise - and they ‘duked it out’ live on national radio. There could be only one winner, and Peter Sutton, a mad Crusaders supporter, was crowned King. And then went through the painstaking process of being ‘immortalised’ and cast as a life size statue, which now stands guard over AMI Stadium Canterbury.