Title	WE CREATE HISTORY
Brand	ADIDAS
Product/Service	WORLD CUP WOMENS JERSEY
Category	B10. Launch / Re-launch
Entrant	JUNG RELATIONS Stockholm, SWEDEN
Idea Creation	JUNG RELATIONS Stockholm, SWEDEN
PR	JUNG RELATIONS Stockholm, SWEDEN
Production	JUNG RELATIONS Stockholm, SWEDEN

Name	Company	Position
Marius Pedersen	Jung Relations	Producer
Lamin Sonko	Jung Relations	PR Advisor
Jens Hollingby	Jung Relations	PR Advisor
Sofia Karlsson	Jung Relations	Project Manager
Christoffer Sjölin	Jung Relations	Junior PR-Advisor
Charlotte Wennström	Jung Relations	Designer
Gustav Fermbo	Adidas	Brand Manager
Qaroline Nahl	Adidas	Brand Manager
Henrik Hallberg	Adidas	PR Manager
Emelie Carlsson	Adidas	PR Manager
Anders Goding	Adidas	Sports Manager
Jack Sundell	Adidas	Player Manager

Why is this work relevant for PR?

With our concept we have managed to put a light on a critical issue in not only Sweden, but in most countries and sports. We have built a campaign that made the brand engage and build trust and close relations with millions of consumers as well as media and influencers. We had an earned media reach which exceeded far beyond the Swedish borders and population (Swedens population is 10 million). We delivered a new angle in the on going conversation about equality and given the future of female sports athletes inspiration to either start or keep going.

Background

In light of this summer’s FIFA World Cup in France, adidas asked us to launch their new Swedish women’s national team jersey with a creative PR driven campaign. The launch usually never gets any attention and sales and visibility are ridiculously low. Objectives: -23 million in earned media reach. -100% increase in sales compared to previous jersey release (European championship 2017) -Get news outlets to address the implications of a lack of female role models. -Attract visitors to the pre-world cup friendly against Germany at which the new jersey would be premiered.

Describe the creative idea (20% of vote)

By tapping into an ongoing conversation and cultural context, along with putting swedish role models at the center of the campaign we made the jersey a symbol of pride and a statement for the fans to wear and show support.

Describe the PR strategy (30% of vote)

The lack of engagement and visibility is causing long-term implications: Surveys showed that half of all young girls playing football contemplated quitting by the age of 14 and that those motivated to keep on going do so in large thanks to other inspirational female role models. Great talent is going to waste, putting the national team’s future at risk. With the new jersey at the core we turned the launch into an engaging social initiative. The strategy was to assert the national team player’s positions as history makers and use their stage, the pitch, to shine a light on the women who motivate them to keep on going – bringing inspiration to the football-playing girls in need of it. The jersey was launched in-store along with pictures of the jersey on social media. The role models on the jersey received a copy of their shirt in an influencer outreach.

Describe the PR execution (20% of vote)

On International Women’s Day the new jersey was revealed. For the first time ever the numbers on the back of the national team jersey was used as a canvas to send a message. We swapped the generic numbers with new ones featuring the faces of 50 Swedish female role models that had been hand-picked by the players. In honor of international women’s day the #8 jersey was left blank, giving the public a chance to nominate their choice of role models. The response on social media was massive. The nomination-post was the most engaged post in the national teams instagramchannels history. International media picked up the campaign and covered it, and our role-models was interviewed in several news channels wearing the jersey.

List the results (30% of vote)

1. 290 million in earned media reach, with zero media spend. (Swedens population is 10 million!) 2. The best selling jersey in national team history with a +1090% sales increase. 3. 87% of news outlets adressed lack of role models. 4. New visitors record to pre-WC friendly - 25 882 visitors. 5. Brand loyalty and preference rose 26 points.