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AWARDS :
BRONZE
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SUB CATEGORY :
BEST USE OF SOCIAL MEDIA & EARNED MEDIA
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COMPANY ENTERING :
WHYBIN\TBWA GROUP MELBOURNE, MELBOURNE
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ENTRY TITLE :
SACRED GROUND
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BRAND :
ADIDAS
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ADVERTISER :
ADIDAS INDIA
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AGENCY :
WHYBIN\TBWA GROUP MELBOURNE, MELBOURNE
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MANAGING DIRECTOR :
MIKE NAPOLITANO
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CHIEF CREATIVE OFFICER :
SCOTT WHYBIN
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EXECUTIVE CREATIVE DIRECTOR :
PAUL REARDON
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COPYWRITER :
ASHWIN GOPAL
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ART DIRECTOR :
MATT STODDART
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HEAD DIGITAL PRODUCTION :
DAVE KEATING
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AGENCY EDITOR :
TOM LOCK/TABATA PICCINELLI/BRIAN PATTO
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AGENCY PRODUCER :
MARGOT GER/LAUREN PELL/STEPHANIE LEDDIN
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DIGITAL PRODUCER :
CHRISSY CHRZAN
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FILM PRODUCTION COMPANY :
INFINITY SQUARED, SYDNEY
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DIRECTOR :
MARK ALSTON
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CINEMATOGRAPHER :
DANIEL ARDILLEY
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FILM PRODUCER :
ANNIE SCHUTT
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SOUND PRODUCTION COMPANY :
FRONT OF HOUSE, MELBOURNE
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SOUND DESIGNER :
PHIL KENIHAN
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URL :
http://projectviewroom.com/2015/sacred-ground/promo-activation/
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THE BRIEF :
ADIDAS WANTED TO MAKE AN IMPACT THAT FAR OUTWEIGHED ITS INVESTMENT IN THE CRICKET WORLD CUP. DESPITE NOT HAVING ANY OFFICIAL TIES WITH THE TOURNAMENT, WE WANTED TO OUTSHINE RIVAL BRAND NIKE, THE INDIAN TEAM’S OFFICIAL APPAREL SPONSOR. TO DO THIS, WE NEEDED TO HARNESS THE POWER AND INFLUENCE OF CRICKET SUPERSTAR, ADIDAS ATHLETE VIRAT KOHLI. THE GOAL WAS TO START A MOVEMENT AROUND HIM, AND GET HIS FAN BASE TO SPREAD OUR MESSAGE. IN INDIA, CRICKET IS NOT A SPORT, BUT A RELIGION. THIS INSIGHT FORMED THE BASIS OF THE MOVEMENT WE STARTED.
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THE STRATEGY :
TO GET AROUND ADVERTISING RESTRICTIONS DURING THE WORLD CUP, OUR STRATEGY WAS TO HIJACK LIVE BROADCASTS OF INDIA’S WORLD CUP GAMES USING ADIDAS ATHLETE VIRAT KOHLI. OUR TARGET WAS INDIAN CRICKET FANS. IN INDIA, CRICKET IS A RELIGION. THE ACT OF TOUCHING THE GROUND IS A GESTURE USED BY MILLIONS AT PLACES OF WORSHIP IN INDIA. SO ADIDAS USED A RELIGIOUS GESTURE OF TOUCHING THE GROUND TO CREATE A NEW WAY FOR FANS TO SEND SUPPORT DIRECTLY TO THE PLAYERS. WE TARGETED KOHLI’S MASSIVE FAN BASE ON FACEBOOK AND TWITTER TO SPREAD OUR MESSAGE. USING A RELIGIOUS GESTURE AS A MEANS OF SENDING SUPPORT STRUCK A CHORD WITH OUR AUDIENCE OF DEVOTED FANS.
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THE EXECUTION :
ADIDAS TEAMED UP WITH INDIA’S MOST POPULAR CRICKETER, VIRAT KOHLI. A WEEK PRIOR TO INDIA’S FIRST GAME IN THE WORLD CUP, THE CAMPAIGN BEGAN WITH AN ONLINE VIDEO AS WELL AS POSTS ON KOHLI’S FACEBOOK AND TWITTER PROFILES. WE ASKED DEVOTED INDIAN FANS TO TOUCH THE GROUND WHERE THEY PLAY CRICKET, AND SHOW THEIR SUPPORT FOR THE TEAM USING #SACREDGROUND. OUR MESSAGE STRUCK A CHORD WITH KOHLI’S MASSIVE SOCIAL FOLLOWING. FANS, CELEBRITIES AND SPORTS STARS SENT THEIR SUPPORT THROUGH #SACREDGROUND. TO MAKE THAT SUPPORT FELT DURING THE GAME, ADIDAS HIJACKED LIVE BROADCASTS, GETTING INDIAN PLAYERS TO TOUCH THE GROUND AS THE WALKED OUT TO BAT. MILLIONS WATCHED AS THEY MADE THE UNIQUE GESTURE AT EACH GAME. MAINSTREAM MEDIA, INCLUDING THE TIMES OF INDIA, RAN IMAGES OF THE PLAYERS MAKING THE SACRED GROUND GESTURE, AND THE SUPPORT GREW EVEN FURTHER.
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THE RESULT :
WITH ONE SIMPLE GESTURE, ADIDAS CONNECTED ONE TEAM TO ONE BILLION FANS. WE HIJACKED LIVE BROADCASTS OF INDIA’S WORLD CUP GAMES BY GETTING INDIAN PLAYERS TO TOUCH THE GROUND AS THEY WALKED OUT TO BAT, SOMETHING THEY’D NEVER DONE BEFORE. DURING THE WORLD CUP, #SACREDGROUND TRENDED ON TWITTER AND THE FANS’ INVOLVEMENT LED TO 131 MILLION SOCIAL IMPRESSIONS. THE SUPPORT GREW EVEN FURTHER, AS INDIAN PLAYERS PERFORMED THE SACRED GROUND GESTURE AT EVERY SINGLE MATCH, INCLUDING; INDIA VS BANGLADESH, 98 MILLION VIEWERS; INDIA VS SOUTH AFRICA, 257 MILLION VIEWERS; INDIA V WEST INDIES, 262 MILLION VIEWERS. AND IN THE MOST WATCHED SPORTING EVENT IN HISTORY, INDIA VS PAKISTAN, THE SACRED GROUND GESTURE WAS SEEN BY ONE BILLION VIEWERS. INDIAN AND INTERNATIONAL MEDIA FEATURED THE SACRED GROUND GESTURE, INCLUDING THE WORLD’S MOST READ ENGLISH NEWSPAPER, THE TIMES OF INDIA. ALL THIS HAPPENED WITHOUT ANY OFFICIAL WORLD CUP SPONSORSHIP AND WITHOUT A SINGLE RUPEE SPENT ON MEDIA.
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