We threw CMOs a curve ball. And it was a hit.
Look at all those ball metaphors! To attract new advertisers NFL needed to break the stereotype that Hispanics are only interested in soccer. The numbers and statistics were always there. But cultural perception seemed to be a much stronger factor. Early on we understood that to be successful, whatever the form of the communication would be, it had to be disruptive and memorable. Hence, the idea of a Trojan Ball was born. National media outlets and decision makers would receive what looked like a soccer ball package. Once opened, the package would surprise the recipient with a limited edition official NFL ball imprinted with important facts and statistics.
The ball impressed not only the CMOs but also award judges. It won Gold in the Direct Mail category at the 2010 Ad Age HCA Awards.