adidas: Call yourself a fan?

Rebel Sport ‘Super 14’ is the Southern Hemisphere’s pre - eminent Tri Nations rugby tournament that’s played between 14 competing teams from New Zealand, South Africa and Australia. It brings out the best in players and their die-hard rugby fans. Adidas supplies the kit to the NZ teams and their fiercely loyal supporters. It’s in their interest to stoke the fires of regional pride in order to sell apparel ( in home and away colours) to as many competing tribes as possible TBWA/Tequila Auckland wanted fans to compete for the title of New Zealand's Greatest Rebel Sport Super 14 Fan with the winner being immortalized as a life-size, cast-in-aluminium, statue that’s displayed at their team's home ground. The rugby obsessed can register themselves at www.callyourselfafan.co.nz before drumming up support using a simple online voting system. At the end of the season, five Rebel Sport Super 14 players will select their team's biggest fan. These fans will then go on to compete in the ultimate and near impossible trivia challenge, with the winner taking the coveted title/statue prize.

Relevance:
The campaign is heavily supported at point of sale in over 100 Rebel sports stores, and through heavy radio promotion, supported by in-stadium films, and online, with well known Super 14 players starring in youtube videos being put on the spot and having their own Super 14 knowledge being tested.

Success of the promotion:
Thousands entered and drummed up support form all corners. Five winners were selected-one to represent each Super 14 franchise-and they ‘duked it out’ live on national radio. There could be only one winner, and Peter Sutton a mad Crusaders supporter was crowned King. And then went through the painstaking process of being ‘immortalized’ and cast as a life size statue, which now stands guard over AMI Stadium Canterbury.