Summary
Owning up to one’s impossible and facing up to it optimistically, is a step closer to overcome the impossible. When everyone in the team is able to embrace this belief, together they can overcome their impossible for the Women’s World Cup.The campaign site, www.adidas.com/wwc is the campaign initiative to encourage & allow football fans to support the Women World Cup and cheer for them.

Marketing Challenge
To strengthen association of football with adidas.

Strategic Approach
Enable the consumers to support CFA (Chinese Football Association) team to turnaround their impossible (winning the game)

Solution / Creative idea
A web 2.0 based community driving support for the Chinese Football Association team. The creative execution uses ‘paper jerseys’ that can be printed, be found at retail and be displayed by fans at the Women World Cup event in Wuhan, China on September 12th’07. This community is divided into 4 main sections, which are actually 4 chains of community members. Each member creates a paper jersey to show their support for the China team, this jersey is personalized and can be printed. A banner campaign along with a viral video campaign was launched to promote this community.

Results
In just 2 weeks of the launch: (until September 15th 07) 277160 visits 4305 registered users (Result tracking according to KPI is in progress)

Why does this campaign deserve an award?
This campaign combines community, offline and retail seamlessly. It also uses full screen motion video that is used as an intro but as digital goodies for your mobile(wallpapers). Most importantly, the growth of online supporters can be reflected through the "chain of paper jersey's growing" and the homepage "registration meter" running real time.