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Champions' Hijack

Award: Wood Pencil

Wood Pencil / Media / Use of Online Advertising / 2017

GO Sport is the leader in sports goods retail, in a stagnated market. With the 2015/16 football season nearing its end, football gear inventory was piling up. We needed to deplete it to cut our losses before the new season gear arrives. Building on Passionistas’ cult-like following for their stars, we had an idea to be implemented just at the right time. Overnight, we used the world’s most expensive and influential player, Cristiano Ronaldo, to promote our gear...well, kind of. Using only 2 inserts in the UAE’s top sports magazine, we increased sales by 25%.

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