Adidas had last launched this award winning promotional campaign to promote its All Blacks range in New Zealand. With this campaign Adidas aimed at reflecting the powerful bond between the All Blacks and their fans and wanted to grow sales of All Blacks apparel by 15 percent. For this purpose advertisers decided to create a limited-edition poster that not only featured the players but also included their real DNA.
Each player in the 40-strong squad donated blood, which was thoroughly sterilized and then embedded into the paper during the printing process. The poster was titled, ‘Bonded by blood’ and it was displayed at point of sale, and was available only to those fans that bought an All Blacks jersey.
It was certainly a unique idea to promote the product as it could have appealed to most of the sports fan. As a result of the campaign the total sale of Adidas All Blacks apparel exceeded the target and shot up by 24 percent.
All 8000 posters were sold out very quick span of time and interestingly many of these posters are now being traded on leading auction sites. The campaign also received considerable media coverage. The campaign was held winner for Promo Grand Prix at Cannes Lions 2007. The campaign was created by TBWAWHYBIN, Auckland, New Zealand.
Via Canneslionslive
