Effective Promotion Campaign: Bonded by Blood
Another good idea shared by Just Media’s creative team during our weekly WIP yesterday. Take a look at the video that I found in YouTube. Enjoy
Campaign Description (Source from Ads Forum)
The brief was simple: adidas asked for an idea that would reflect the powerful bond between the All Blacks team in NZ and their fans. The solution was a world first.
The agency appointed developed a limited-edition poster that not only featured the players' pictures but their actual DNA. Each player in the 40-strong squad donated blood, had it thoroughly sterilised and then embedded into the paper during the printing process. The poster, suitably named, "Bonded by Blood", was displayed at point of sale, and available only to those fans who bought an All Blacks jersey. Each poster comes with a numbered certificate of authentication and all 8000 posters sold out (and are now traded on auction sites around the world for around US$600 and rising).
The "Making of" is shown in-store, and also at www.bondedbyblood.co.nz, allblacks.com, youtube, tec, and is commented on hundreds and hundreds of blogs. The film was featured on TV news programs and in The Wall Street Journal, and other newspapers around the world. It triggered a spoof "www.bondedbybeer.co.nz" and is officially accredited with inspiring Hollywood to do the same with the poster for release of SAW 3.
If rugby is a blood sport, the posters proved its ultimate celebration.
P/S: Need a BIG IDEA that will sell? Drop me an email at ken@justmedia.com.sg
PP/S: Forward this blog to your friends.
Tags: Adidas, Bonded by Blood, Advertising and Promotion, Brand, All Blacks, New Zealand, Sport Marketing
