| Title | TROPHY RAIDERS |
| Brand | ADIDAS |
| Product / Service | ADIDAS CLUB LICENSED MERCHANDISE |
| Category | C04. Community Applications |
| Entrant | TBWA\GROUP SINGAPORE Singapore , SINGAPORE |
| Entrant Company: | TBWA\GROUP SINGAPORE Singapore, SINGAPORE |
| Advertising/Web Design Agency: | TBWA\GROUP SINGAPORE Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| John Merrifleld | TBWA\Group Singapore | Creative at large |
| Brent Farrell | TBWA\Group Singapore | Managing Director of Digital |
| Mohan Prabhakar | TBWA\Group Singapore | Copywriter |
| Aaron Tan / Aggie Jin | TBWA\Group Singapore | Art Directors |
| Kestrel Lee | TBWA\Group Singapore | Interactive Group Head/Strategist |
| Kaye Cheng | TBWA\Group Singapore | Junior Social Media Creative |
| Sean Tan | TBWA\Group Singapore | Senior Web Developer |
| Rick Guest | TBWA\Group Singapore | Photographer |
| Aaron Tan / Aggie Jin / Yip Choon Fai | TBWA\Group Singapore | Illustrators |
| Lou Dela Pena / Mai Yagi / Sidnaesh Subrah | TBWA\Group Singapore | Account Service |
| Holger Castritius | TBWA\Group Singapore | Head of Digital |
Trophy Raiders was an online social game created by Adidas to reawaken fans' loyalty to their clubs and boost sales of their club licensed merchandise. Fans fought virtually for the glory of their clubs by raiding rival team's trophy cabinets and stealing their trophies. Every time a trophy was stolen, the facebook walls of fans were notified that a legendary victory had just been erased from the pages of their club’s history. The Adidas Football facebook page added over 130,000 new fans from SE Asia. Over 25,000 fans played Trophy Raiders. Sales of the club licensed merchandise went up by 30% during the campaign period. All of this was achieved with zero media spend.