‘Jersey Swap’ a hit for TBWA\Whybin and adidas
New Zealand’s fairer rugby fans can now see a bit more of their favorite Rebel Sport Super 14 rugby players, thanks to TBWA\Whybin and adidas who recently launched a unique interactive site called ‘Jersey Swap’.
The site encourages female fans to be part of the Super 14 and actively show their support by buying their favorite team’s colors, going to games and getting involved in the game. A mere fortnight since the date of launch it has attracted more than 120,000 visitors to the site who have downloaded in excess of 200,000 videos.
“We are first and foremost an ideas company and we’re constantlystriving to create compelling communications for our clients. Thislatest campaign is another example of just that – a cool way forconsumers to connect with a brand and then drive retail sales,” saysAndy Blood, Executive Creative Director of the TBWA\Whybin TEQUILA\Group of Companies.
“Rugby fans can choose two players from the five online (one from eachNew Zealand franchise) and watch videos of the guys taking off andswapping their jerseys. The site also has a ‘Personalised Poster’section, where fans can enter their own name, select one of the playersalong with one of four sayings and then print it off as an A4 posterfor their wall,” he concludes.
“Jersey Swap is a fun way for rugby to reach out for women. It alsorecognizes that for some of the population, there may be more to enjoyin a match than following the field of play,” says adidas MarketingManager John Beckett.
Credits
Executive Creative Director – Andy Blood
Creative Director – Guy Roberts
Creatives – Guy Roberts and Corey Chalmers
Account Director – Rhys Sinnott
Account Manager – Blake Crosbie
6 Comments
“Jersey Swap is a fun way for rugby to reach out for women.”
Women? I’d say the majority of those 120,000 uniques are gay men if you look at the link coverage the site has been receiving on intl. sites – pretty much all queer.
And hardly surprising giving the longing glances the players give each other before getting their kit off.
Best gay porn out of this country since that video from ALT’s xmas party leaked.
I don’t think this shows creative brilliance, given jersey swapping is something that’s gone on for decades. But I do think it’s a nice idea to sell shirts, which is advertising’s purpose (not just shirts, obviously).
It would be interesting to hear from any feminists on how mens’ bodies are being “exploited”.
be good if there was more than 4 games to go in the super 14
With all the great work in the past I think adidas let themselves down on this one,
Very Gay, forcing the brand backwards
Interestingly, NZ Rugby as a brand has severely back-tracked ever since adidas got involved. Not the fault of the adidas brand, just professionalism and and it’s associated marketing meelee taking a toll on a jaded public.
Too much rugby advertising.
That idea is so weak it makes us digital guys run for cover. And I totally agree with previous comment about longing glances between the players. Ali Williams…what were you thinking bro?