On July 2012 Adidas becomes the sponsor of the italian rugby team.

Launching the new official jersey. In Italy nobody talks about rugby as they do about soccer.

So we created a tool that would give them something to talk about:

an Italian rugby anthem to face the New Zealand HAKA during the first match with the new jersey.

We started to compose the anthem by collecting recorded voices about rugby.

•The first messages come from interviews from Italian rugby schools.

•Others are recorded by fans using a Facebook and mobile app.

•The national team adds words picked up from fans during promo events

Thousands of messages, phrases, opinions: the most faithful voices of Italian rugby.

And to make it more intense, we mixed them with the sounds of the rugby players

making an engaging anthem.

RESULTS

•1824 voices submitted

•a fully integrated campaign created completely by users

•blogs, magazine and all the major sport programs converted this project into news talking about the sponsorship: millions of euro of free advertising

•More than a million views on YouTube

•More than 10,000 fans on the international Adidas rugby Facebook page 56% came from Italy

•thousands of users downloaded the anthem online

•110.000 € sell out during the first match

•at the end of the 6nations the anthem became a media reaching more than 300 million people all across europe

•not bad for a country that only talks about soccer

We created a tool that would give them something to talk about: an italian rugby anthem to face the Newzealand HAKA during the first match with the new jersey.

•1824 voices submitted

•a fully integrated campaign created completely by users

•blogs, magazine and all the major sport programs converted this project into news talking about the sponsorship: millions of euro of free advertising

•More than a million views on YouTube

•More than 10,000 fans on the international Adidas rugby Facebook page 56% came from Italy

•thousands of users downloaded the anthem online

•110.000 € sell out during the first match

•at the end of the 6nations the anthem became a media reaching more than 300 million people all across europe

Not bad for a country that only talks about soccer

We collected different voices:

•The first messages come from interviews from Italian rugby schools.

•Others are recorded by fans using a Facebook and mobile app.

•The national team adds words picked up from fans during promo events

Thousands of messages, phrases, opinions: the most faithful voices of Italian rugby.

And to make it more intense, we mixed them with the sounds of the rugby players

making an engaging anthem.

On July 2012 Adidas becomes the sponsor of the italian rugby team, launching the new official jersey. In Italy nobody talks about rugby as they do about soccer.

We started to compose a user generated anthem by collecting recorded voices about rugby. The anthem will be heard for the first time at the beginning of the match Italy vs New Zealand in order to support and give strength to the italian national team.