RE-ARRANGE YOUR FACE by TBWA\Neboko Amsterdam for Duco Events

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RE-ARRANGE YOUR FACE

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market New Zealand
Agency TBWA\Neboko Amsterdam
Executive Creative Director Andy Blood
Creative Director Guy Roberts
Copywriter Tara Mckenty Iain Nealie
Released March 2010

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: DUCO EVENTS
Product/Service: PROMOTION OF BOXING EVENT
Agency: TBWA\TEQUILA\DIGITAL\SHIFT
Date of First Appearance: Mar 10 2010 12:00AM
Entrant Company: TBWA\TEQUILA\DIGITAL\SHIFT , Auckland, NEW ZEALAND
Executive Creative Director: Andy Blood (TBWA \ Tequila \ Digital \ Shift)
Creative Director: Guy Roberts (TBWA \ Tequila \ Digital \ Shift)
Art Director: Tara McKenty (TBWA \ Tequila \ Digital \ Shift)
Copywriter: Iain Nealie (TBWA \ Tequila \ Digital \ Shift)
Account Director: Blake Crosbie (TBWA \ Tequila \ Digital \ Shift)
Account Manager: Sam Macauley (TBWA \ Tequila \ Digital \ Shift)
Media placement: TVC - Television - March 10th
Media placement: Direct Mail - Addressed Direct Mail - March 5th
Media placement: Print - Canvas Section in The Weekend Herald - March 27th

Describe the objective of the promotion.
We needed to promote the heavyweight boxing clash between local boy David ‘The Tuaminator’ Tua and his Las Vegas opponent on Friday the 13th Ahunanya. Boxing matches are always talked up, so we decided to pick well-known sports journalists and use them as our media channel; The 40 biggest mouths of sports broadcasting such as: Chris Rattue (NZ Herald), Howard Dobson TV3, Andrew Saville (One News) Murray Deaker (Newstalk ZB) and Martin Devlin (Radio live) figuring their motor-mouths would sell the fight, as well as the tickets we needed to shift in order to sell out the stadium.

Describe how the promotion developed from concept to implementation
We sent them something that played into their hands, allowing them to do the talking for us, and actively firing up the rivalry between the fighters. We used the device of a well known children’s toy with the contenders faces on opposing sides, allowing the journalists to playfully ‘re arrange’ each boxer’s face. The flow wrapped piece was sent through the mail and was individually addressed.

Describe the success of the promotion with both client and consumer including some quantifiable results
Against predictions, the fight actually sold out, with the venue opening up a further 200 hundred seats to accommodate the extra punters. The success is attributable to the word of mouth promotion from our chosen ‘media channel’: the biggest mouths in sport.

Explain why the method of promotion was most relevant to the product or service
In the OOH part of the campaign, we described boxing as being ‘The Noble Art of Beating the Crap Out Of Someone’. It’s a dichotomy unique to professional boxing. So we wanted to ‘suggest’ as much as we could without resorting to an obvious blood and guts solution, and found the children’s toy to be an elegant solution to that.