adidas More than just a game
The Brief:
adidas are the kit sponsor for Munster Rugby & the All Blacks…
When the opportunity arose for Munster to host the All Blacks in Thomond Park, Limerick, in Nov 2008; 30 years on from their famous win over the All Blacks in 1978; it was an optimum opportunity for adidas to make a big brand statement in Ireland.
adidas could showcase that they are the only brand that can bring these two teams together, under the overarching communications idea of ‘Impossible is Nothing’. Our key challenge was to devise a communications campaign that would bring the IIN adidas brand statement to life in the context of the Munster v All-Blacks game
The Solution:
Our insight was simple yet intrinsic to success - to Munster fans & players, 18.11.08 was ‘More than just a game’ (MTJAG)
The campaign, MTJAG was a PR-led digital campaign conceived by WHPR, which centered around the creation of a new website, www.morethanjustagame.ie
- Bring Impossible is Nothing and MTJAG to life in a digital platform
- This would deliver an engaging communications campaign
- Capture the attention of fans, consumers and media alike
- At all times stay true to the MTJAG message & the adidas IIN brand
- We delivered on all campaign objectives, and challenges, by ensuring a sustained digital programme, supported by a PR programme of media relations and fan activation throughout the months leading up to 18.11.08.
- Campaign launched in early Oct 08 and continued right through to match day to ensure that adidas dominated the agenda pre the All Blacks arrival
Key Timings
- PR & Digital Launch – 8th October 2008
- Regional and National Follow up – player interviews - during Oct
- Player exclusive interviews in all media
- The key feature of the online campaign was to offer fans an opportunity to meet and train with Munster and the All Blacks – only adidas could facilitate this
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Fans registered online to win a place at the following events:
- Impossible Training Session Dublin with Munster, All Blacks & adidas GAA stars
- Impossible Training Session Limerick with Munster & the All Blacks
- Online destination of MTJAG, www.morethanjustagame.ie, was further supported by Facebook & You Tube activation, Search Engines, Online “buttons” on key sites
And finally… The Munster Haka: A world first epitomizing that impossible really is nothing. Munster v the All Blacks, a unique occasion that really was ‘More than just a game’
