IPL work for adidas – the rationale and work are attached. The Mumbai Indians team slogan was about shaking up the world. Our creative retains the team spirit and asks people if they have become an Indian as well, which plays up on regional loyalty as well as national.
Upon purchase of Mumbai Indians merchandise, Bombay loyalists could get the chance to accompany the team captain (SachinTendulkar – there are actually temples for this guy – God of Indian cricket) to the pitch for the coin toss prior to one of the matches. Promo results to be collated.
From a sales perspective, stock cleared off shelves really fast. Adidas discontinued the promo part because of the rate at which sales were going. They retained POS in store so consumers were aware that official team merchandise was available.
Welcome to iris worldwide
iris is a marketing, advertising and experiential agency with locations and offices throughout the world.
