Creative Execution

Our idea was adidas all undefeated. We used the most powerful letter in sport, W (win) to celebrate the victory. Fourteen W’s, in fact, representing all fourteen season wins and the details of those wins. Minutes after the victory, we changed the allblacks.com website to wwwwwwwwwwwwww.allblacks.com. We then created an ‘All Undefeated’ social post detailing all the 14 Wins of the 2013 season (who the All Blacks defeated, and when) which went live on All Blacks and adidas rugby social channels reaching 2.6 million fans and immediately generated mass conversation around the epic victory.

Within six hours of posting on Facebook & Twitter it was the most shared branded post on All Blacks social pages, ever. We generated over 10k likes and over 1k shares for a single post, by far the highest on the page authored by a brand. We estimate the social reach of this simple post to be well over 3.5m people, almost half the population of rugby mad New Zealand. We also generated an additional 50k visitors to the allblacks.com site to engage with the idea and adidas all blacks merchandise sales rose 28% over the weekend.

Context: On November 23, 2013 sporting history was made. The New Zealand All Blacks defeated Ireland to become the first national rugby team in the professional era to go through a season undefeated. Objective: As principal partner, adidas wanted to celebrate this momentous achievement in social and create a genuine role in the celebratory conversation. Insight: Rugby is a religion in New Zealand and All Blacks fans would be desperate to ‘share their pride’ in their teams epic achievement, but they're critical of brands polluting THEIR teams Facebook page. Idea: Use the most famous letter in sport, 'W' to celebrate an ALL UNDEFEATED SEASON. Social Strategy: Change the URL and post our idea on the All Blacks (NZRU) Facebook & Twitter pages within minutes of the end of the match giving Kiwi’s something exciting to wake up to on the morning of Sunday November 24th , 2013.