adidas | Every Team Needs The 12th Man | Southeast Asia

The initiative follows a campaign that focused on the “spark” that drives every sports team, meaning the one player that pushes the team to its ultimate peak. However, adidas is now bringing the concept to the next level by concentrating on the spirit behind all sports - the fans. According to adidas, “players may come and go but the fans are what ultimately carry the club forward through thick and thin.”

In Singapore, the ‘Every Team Needs The 12th Man’ drive is centred around Facebook and interactive touch-points in Singapore’s MRT subway stations. Upon a SGD$120 purchase on soccer team merchandise, fans will receive a special edition club scarf of their choice from five soccer teams.

Soccer fanatics can then join the 12th Man competition by uploading profile photos of themselves with the scarf on Facebook. Participants are encouraged to spread the word, with the person with the most friends carrying the same team scarves gaining the chance to win tickets to the home ground of their favourite soccer team.

Radio advertisements and promotions have been implemented across pubs, cafes and specific adidas outlets.

The campaign is also launched to people in Malaysia, Thailand and Indonesia.








Credits:
Project Every Team Needs The 12th Man
Client adidas
Creative agency TBWAGroup, Singapore
Creative directors John Merrifield, Hagan de Villiers, Gary Steele
Copywriter Mohan Prabhakar
Art director Aaron Tan
Art buyer Jean Abideen
Account servicing Jun Shea, Evelyn Tan
Planner Alexis de Montaigu
Media agency Carat Media, Singapore
Media planner Lydia Adlina
Production company The Shooting Gallery Singapore
Director of photography Invy Ng
Editor & re-toucher Magic Cube/Evan
PR agency ICON International Communications
Exposure Online, radio, outdoor, in-store