WH was tasked with devising a communications plan to launch the new 2012/2013 adidas Munster alternative jersey. The brief consisted of a number of key requirements, including consumer activation for the brand’s retail partner to drive consumer purchase; to celebrate fan involvement through compelling content; and to engage Munster supporters in an unexpected way.
WH divided the campaign into three distinct phases – tease, reveal, and engage – with one common object – to drive sales. A creative reveal and PR story focusing on the unique inclusion of Ogham writing on the new jersey was the central theme, with the campaign focused on all six counties of Munster to support the adidas global brand position ‘all as one’.
The reveal stage featured the creation of an innovative Facebook Appthat enabled fans to unveil the new jersey digitally through their shared efforts before the official PR launch.
Prize-winners, recruited from a twitter competition, helped to officially launch the jersey with Paul O’Connell, Keith Earls and Connor Murray at an Ogham stone site in Limerick.
The three players were also used for the in-store sale launch to support retail, with the trio working as members of staff in an Elverys store in Limerick, engaging with members of the public in a new and surprising way to create unique digital content.
- The online jersey reveal generated over 70,000 views and over 1500 new fans on Facebook.
- 35,463* combined video hits (Paul O’Connell Tease, In-Store Surprise and Delight, Jersey Reveal)
- 42 pieces of press coverage were generated – 13 national, 13 regional and 18 online with an overall opportunity to See and Hear of 2,717,617 and a total PR editorial value of €848,553.
- Despite a challenging commercial environment, there was a significant sales increase on previous alternative kits.