Icebreaker: SHEEP

Credits & Description:

Category: Best Use of Experiential Marketing in a Promotional Campaign

Advertiser: ICEBREAKER

Product/Service: APPAREL

Agency: Y&R

Creative Director: Jason Wells (Young & Rubicam)

Art Director: Duncan Munro (Young & Rubicam)

Art Director: Tony Haigh (Young & Rubicam)

Copywriter: Louise Evans (Young & Rubicam)

Art Director: Nicole Yeoman (Young & Rubicam)

Model Makers: Izzat Design

Media placement: In Store - In Store - 11 September 2011



Describe the objective of the promotion.

The objective was to take advantage of the large influx of tourists to New Zealand during the Rugby World Cup 2011 without breaking any of the many rules around the cup. Icebreaker was not a sponsor.



Describe how the promotion developed from concept to implementation.

The idea started from the thought that there is nothing more New Zealand than the sheep and the lucky dip that you see so often at galas and fairs. So we decided to join them together and create the true Kiwi lucky dip where you put your hand up a model sheep's arse to retrieve your prize.



We worked closely with Izzat design (model makers for Lord of the Rings) to produce 5 life-size sheep with sound-activated cavities that baa'd and talked to our audience. We then put the sheep in 5 Icebreaker stores in NZ.



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

Icebreaker is outdoor adventure clothing made from the highest quality New Zealand Merino wool. So we used Merino sheep as our models. Also New Zealand has a reputation for being 'Sheep Shaggers' or doing bad things to sheep. This reputation is unjustified but we thought we would play on this just at the time the whole world was looking at New Zealand and everyone else was being very politically correct- something that Icebreaker never is.



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

Store traffic for the time of the promotion increased by 400%

Sales were up by 200% over budgeted sales for the Rugby world cup.

Staff morale increased

No one complained

Thousands of people got to stick their hand up a sheep's arse including the Prime Minister of New Zealand and the Australian Rugby World Cup second five eigth.

Not bad given no media was used at all to promote it- just Icebreaker's Facebook page