In 2006 Adidas run a promotion which offered something priceless for any All Blacks fan: a poster printed with the players’ own blood as a gift for buying an original jersey.
In times when normal prizes don’t carry the same weight as they used to, such an emotional reward turns a conventional and recurring brand activity into something that lasts.
The video feels a bit slow today —how much have the case studies evolved in 3 years— but the idea makes you think what kind of prizes can we offer beyond their functional value.
‘Bonded by Blood’ received the 2007 Cannes Lions Promo Grand Prix.
Regional Executive Creative Director, Geometry Global Asia Pacific