PR Team: Hill & Knowlton with in-house support
Campaign: 'Fevernova' World Cup football launch
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.
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
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
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
But any picture and story linked to Beckham and England's upcoming World
Cup campaign stood a good chance of securing major coverage.