Cannes Lions

INDEPENDIENTE'S CLUB OFFICIAL APPAREL

DDB ARGENTINA, Buenos Aires / PUMA / 2009

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Overview

Entries

Credits

Overview

Execution

Make fans dream come true by stepping onto the playing field wearing the new team jersey. In order to do that, participants must register at www.ponetelaroja.com, then choose the 11 moments and 11 heroes in club history. They must also state why they deserve to be the chosen ones. 22 commemorative jerseys were manufactured in line with the fan’s choices. Each had exclusive designs which the players wore in the first and second matches of the Argentine tournament. The eleven fans stepped onto the pitch in the third game, which had Independiente facing their arch rivals RacingClub. Thousands of fans cheered upon seeing the new team jersey. We use the combination of a successful response to print and audiovisual media, and constant contact with our database through successive sending of emails and strong spontaneous irrigation of action within the digital world, a consequence of the various tools present on the site.

Outcome

RESULTS• 148.000 guests.

• 10:30 min. Average online • 43.200 registered users.

• 19.800 posted users.

• 51.400 e-mails sent.

• 14.200 comments posted.

• 41.100 votes cast.

14 days after the finalization, Puma sold out Independiente jerseys. In spite of the team not acheiving a high ranking in the tournament.

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