Adidas Promo SUPER OBSESSED 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 Ross Howard
Creative Jessica Neale, Matt Watts
Designer Anil Reddy
Digital Creative Devendra Girdhar
Released March 2011

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: ADIDAS
Product/Service: MERCHANDISE
Date of First Appearance: Mar 11 2011
Entrant Company: TBWA\TEQUILA, Auckland, NEW ZEALAND
Entry URL:
Executive Creative Director: Andy Blood (TBWA\Tequila Auckland)
Creative Director: Ross Howard (TBWA\Tequila Auckland)
Digital Producer: Sarah Crosswell (TBWA\Tequila Auckland)
Account Head: Samantha Macaulay (TBWA\Tequila Auckland)
Creative: Jessica Neale (TBWA\Tequila Auckland)
Digital Creative: Devendra Girdhar (TBWA\Tequila Auckland)
Creative: Matt Watts (TBWA\Tequila Auckland)
Designer: Anil Reddy (TBWA\Tequila Auckland)
Media placement: Digital - Http:// - 11 March 2011
Media placement: Print, Match Programmes - 5 Home Games - 16 March 2011

Describe the objective of the promotion.
2011 marked the first year that adidas offered a full complement of supporters’ apparel for the New Zealand teams of the international tri-nation Super Rugby competition. Our job was to amplify the excitement around the competition, leveraging the passionate engagement of the fans to promote the sale of fan wear. Rather than simply creating a traditional catalogue, we created an interactive catalogue containing real ‘Super Obsessed fans’ and the object of their adoration: their favourite players.

Describe how the promotion developed from concept to implementation.
Super Obsessed fans became core to the creation of the online catalogue. Using Facebook pages, PR and an eDM, rugby nuts of all ages were given the opportunity to spend the day with their Super Rugby heroes. We gave them the chance to get their hands on them. You can’t replicate that kind of obsessiveness, so we channeled it instead.
We filmed fans wearing the new adidas apparel using a Phantom camera recording the action at 1000 frames per second. ‘Zombieland’ meets Super Rugby.
The extreme slow-motion showcased the clothing range, creating a series of interactive experiences on the site.

Explain why the method of promotion was most relevant to the product or service.
Catalogues are often static & ‘boring’. Our solution was unique, functional and offered users something with a bit of funk. If ‘user centred design’ is a philosophy, then we put our users ( the fans) at the heart of our story and interactive design. One ‘Mobbed’ moment designed for each team’s star player, which could be frozen and explored, and ultimately used as a path to purchase.

We captured the true energy of a fan-player relationship, resulting in a unique and true web experience that allowed users/fans to interact with the videos of their star players being mobbed, enabling them to explore every moment and every single piece of apparel, in glorious detail.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With the season only a month old & with four months yet to run we don’t yet have results. But we can speak for the activation that kicked off the campaign with each club having around 6,000 avid fans on facebook to pull their ‘super obsessed’ fans from.

We also eDM’d a fanbase of over 100 000 fans, making sure the shoot, and catalogue content was a real success and guaranteed an online audience.