Why is this work relevant for Direct?

A young Real Kashmir FC from militarised Kashmir needed support when they were playing away from home. Using a listening tool, we found that 1500 die-hard fans of rival clubs were also supporting the Real Kashmir FC. We targeted them and used them as our non-commissioned influencers to find us more fans like themselves. We designed 'The Shared Jersey' for them. The world's first reversible football jersey, with the fan's favourite club's jersey design on the outside and Real Kashmir FC's jersey on the inside. The fans could now openly share their loyalties for their favourite club with us.

Background

Situation: Real Kashmir FC, a 3 year young club from the most militarised region in the world, was a strong contender for winning the National Football League (i-league). But they were having to play their home games away from home because of communal disturbance in the state. Being a young club, RKFC did not enjoy the kind of support the 100 year old rival clubs did, especially, away from home. Brief: To get more support for RKFC, the youngest club in the 100 year old National football league, especially when they play away from home. Objectives: To help fans show their support for RKFC without compromising on their main club.

Describe the creative idea (30% of vote)

Die-hard football fans support only one team in a football league. There are no second favourites. But, in India, Adidas & Real Kashmir FC noticed a never seen before fan behaviour during Real Kashmir Football Club's debut in the National football league. Through a social listening tool we found that there were hardcore fans of rival clubs who were also supporting Real Kashmir FC.We decided to use these unique fans to find more such fans. We designed 'The Shared Jersey' for them. The world's first reversible football jersey, with the fan's favourite club's jersey design on the outside and Real Kashmir FC's jersey on the inside. The fans could now openly share their loyalties for their favourite club with us. These fans appreciated and posted 'The Shared Jersey' on social media and became our non commissioned influencers activating more such fans to show their shared support for RKFC.

Describe the strategy (20% of vote)

Die-hard football fans support only one team in a football league. There are no second favourites. But, in India, Adidas & Real Kashmir FC noticed a never seen before fan behaviour during Real Kashmir Football Club's debut in the National football league. Through a social listening tool we found that there were hardcore fans of rival clubs who were also supporting Real Kashmir FC.We decided to use these unique fans to find more such fans. We designed 'The Shared Jersey' for them. The world's first reversible football jersey, with the fan's favourite club's jersey design on the outside and Real Kashmir FC's jersey on the inside. We requested these fans to support RKFC when their team was not playing. These fans appreciated and posted 'The Shared Jersey' on social media and became our non commissioned influencers activating more such fans to show their shared support for RKFC.

Describe the execution (20% of vote)

Die-hard football fans support only one team. There are no second favourites. Using a listening tool, we found that 1500 die-hard fans of rival clubs were also supporting the Real Kashmir FC. We targeted them and used them as our non-commissioned influencers. We made them our brand ambassadors and the faces of our campaign. We called them the 'Unreal Fans of Real Kashmir'. We then designed and sent them 'The Shared Jersey'. The world's first reversible football club jersey, with the fan's favourite club's jersey design on the outside and Real Kashmir FC's jersey design on the inside. The fans could now openly show their shared support for RKFC. 1500 Shared Jerseys 41% Social Followers Increase 6266 Social Conversations 24K video shares 1.1 Million Content Engagement 36 million campaign impressions 3.7 million views 24% Content Engagement 35% View Through Rate 120s Average Time Spent on the website page

List the results (30% of vote)

These Unreal Fans of Real Kashmir appreciated and posted 'The Shared Jersey' on social media and became our non commissioned influencers activating more such fans. The fans could now openly show their shared support for RKFC. The campaign led to an astonishing 41% increase in Social Followers A lot of conversations started around the RKFC 6266 Social Conversations The videos that we created using these unique Unreal Fans garnered great results: 24K video shares 1.1 Million Content Engagement 36 million campaign impressions 3.7 million views 24% Content Engagement 35% View Through Rate 120s Average Time Spent on the website page

Describe the use of data, or how the data enhanced the campaign output

Die-hard football fans support only one team in a football league. There are no second favourites. But, in India, Adidas & Real Kashmir FC noticed a never seen before fan behaviour during Real Kashmir Football Club's debut in the National football league. Through a social listening tool we found that there were hardcore fans of rival clubs who were also supporting Real Kashmir FC.We decided to use these unique fans to find more such fans. We designed 'The Shared Jersey' for them. The world's first reversible football jersey, with the fan's favourite club's jersey design on the outside and Real Kashmir FC's jersey on the inside. The fans could now openly share their loyalties for their favourite club with us. These fans appreciated and posted 'The Shared Jersey' on social media and became our non commissioned influencers activating more such fans to show their shared support for RKFC.