Richie McCaw
Actor / Celebrity at iris Sydney
Sydney, Australia
TitleAdithread - This is not a Jersey
Campaign Adithread - This is not a Jersey
Advertiser adidas
Brand adidas
PostedJune 2009
Product All Blacks sponsorship support
Business Sector Sports Teams, Sports Events
Philosophy The insight was that the strength of the fans relationship was in the enduring power and legacy of the All Black jersey.
The promotion was an integrated campaign where the jersey itself became the message and medium.

An interactive promotion invited fans to sign a virtual jersey "adiThread". In a world first we used then nanotechnology to imprint the name on the real thread to be sew into the captains jersey.
Alongside, this was the Birthright promotion a unique chance for a 2008 test match day to be gifted a special All Blacks jersey, capturing a new generation of fans
Problem Get fans closer to All Blacks by registering their support in a new innovative and disruptive way.
Result The campaign took on a life of its own generating blog stories around the world and over 25.000 google results.
The New Zealand media ran the campaign as the lead story in primetime news bulletins and it made the front section of the major metropolitan newspapers.

The website generated traffic from over 150 countries.

68% of NZ babies born on test match dates claimed their special jersey.

Interest in the All Blacks was restored with research showing 18% more fans expressing interest.

Ultimately, almost 10.000 fans got to have their name imprimed into a piece of All Black history.
Media Type Case Study
Actor / Celebrity

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