Cannes Lions

FOOTBALL BOOTS FOR HARD GROUND

CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / NIKE / 2003

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Overview

Description

Given that the football associations will not furnish their data, we do not have a database available. Therefore, as an alternative route we have aimed at people who are in constant contact with football club players (presidents, coaches, etc.) so that in exchange for an incentive (tee-shirt offered as thanks for their collaboration), they distribute the product catalogue among the players.Previously mailing was done through the telemarketing of clubs in cities with Nike distributors, divided into those with the largest number of players in each category, in order to obtain their promise to pass on the information to our target audience.

Outcome

Through telemarketing we attained the participation of 150 football clubs which gave us access to over 8,000 players.Every one of the 150 mailings consisted of:• Letter to the president, coach, etc.• Tee-shirt for the above mentioned person• Product catalogue, as many copies as the number of players indicated by the club• Reply slip for more information on the brandInvestment: €24,000Number of mailings: 150 Number of football players affected: 8,357Of all those on whom the campaign had an impact:• 3% of the clubs called, interested in testing the product• 8% of the players returned the reply slips requesting more information about the brand.

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