CAMPAIGNS: Product Launch - Goldenballs image takes ball into Sun

Client: Adidas

PR Team: Hill & Knowlton with in-house support

Campaign: 'Fevernova' World Cup football launch

Timescale: Ongoing

Budget: Undisclosed



Although all are round, footballs are not all the same. Different

designs have different characteristics and technology is moving forward

as fast as it is in other areas of sport. The balls to be used at next

year's World Cup - Adidas' new Fevernova footballs - are at the

forefront of this technological development.



Objectives



This was the start of World Cup activity for Adidas. The objective was

to use the launch of the ball to generate a degree of 'ownership' of the

finals, while communicating some messages about the balls

themselves.



One message was that tests using a robotic leg had found that they were

the most accurate footballs ever.



Strategy and Plan



The company timed its announcement to coincide with the drawing of the

groups in which the first round of the finals would be played.



A video news release demonstrating evidence of the ball's accuracy was

sent to organisations around the world. Different football stars were

used in different territories. In the UK, David 'Goldenballs' Beckham

was used and The Sun was the target.



Measurement and Evaluation



On the day before the draw, the Fevernova was featured on the front,

back and middle pages of The Sun.



But the agency's efforts were most successful on the Monday after the

draw. A shot of Beckham with a number of balls was doctored so that the

flags of England's fellow group members: Argentina, Sweden and Nigeria

appeared on each. The Sun ran it on the front page under the heading 'No

Fear'.



Results



Securing the front page of The Sun for two days is clearly a major

result, as is having your PR image used across the whole of the front

page.



But any picture and story linked to Beckham and England's upcoming World

Cup campaign stood a good chance of securing major coverage.



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