Title	ADIDAS AJAX | WIJ ZIJN AMSTERDAM
Brand	ADIDAS BENELUX
Product/Service	SPORTS CLOTHING
Category	A01. Use of Promotional Events & Stunts
Entrant Company	UNITED STATE OF FANS/TBWA Amsterdam, THE NETHERLANDS
Advertising Agency	UNITED STATE OF FANS/TBWA Amsterdam, THE NETHERLANDS
Production Company	OXFORD HOUSE Amsterdam, THE NETHERLANDS

Name	Company	Position
Ben Hartman	United State Of Fans	Executive Creative Director
Geoff Coyle	United State Of Fans	Managing Partner
David Van Geene	United State Of Fans	Client Services Director
Thomas Jullien	United State Of Fans	Art Director
Wawa Wang	United State Of Fans	Copywriter
Tomas Pruijs	United State Of Fans	Account Manager

The Brief

Our task was to launch the new adidas Ajax shirt and give fans a reason to buy the latest version. This season it was designed with a special feature around the sleeve - Amsterdam’s city flag, a symbol of where the team is from and the people they play for. Since the new Ajax shirt is designed to give back to the people and city of Amsterdam, we wanted our shirt launch to take that even further and champion the fans. By really involving the city and the people of Amsterdam, we were able to appeal to a wider audience.

Campaign Success

We gave five iconic local businesses, all long-standing Ajax fans, the exclusive right to launch the new shirt first. We teamed with Kapsalon De Friends, a popular hairdresser; Van Dobben, a traditional snack bar; Tonton Club, an arcade; Rodie de Vree, a taxi driver; and New Draver, a Surinam restaurant. We created posters and online content for each of the stores, promoting them as the first place fans could see the new shirt. The stores were able to promote themselves before and on the day of the launch, while Ajax social media channels amplified their message. To generate further excitement, fans could also win the new shirt by successfully taking on the ‘Ajax Special’ challenge. We worked with each store to create their own unique challenge, then filmed and shared the content across Ajax and the stores’ social media channels.

Describe the success of the promotion with both client and consumer including some quantifiable results

Through these five iconic businesses, this unique shirt launch allowed adidas and Ajax to raise brand awareness and affinity alongside their biggest supporters - the people of Amsterdam. It also resulted in: - 2.5 million online impressions. - a trending topic on Twitter 4 hours after launch. - the fastest selling Ajax shirt of all-time.

Explain why the method of promotion was most relevant to the product or service

Our Ajax shirt launch is a promotion and activation that puts the city and people of Amsterdam at the heart of the idea. Instead of the Ajax fan shop, we promoted five iconic local businesses, all long-standing Ajax fans, as the first few places fans could see the new kit. We worked with each store to design in-store advertising, online content, and an 'Ajax Special' challenge to giveaway the shirt to some lucky fans. This created content that we shared on Ajax’s and the store’s social channels before, during, and after the event.