Kudos for adidas-Real campaign in Hong Kong

The Hyperfactory's Hong Kong based initiative supporting the adidas Real Madrid Tour has been short-listed for the US based AdTech Awards 2005 which recognise the world's best interactive media and marketing campaigns. The July-August tour by Spain's Real Madrid football club to Hong Kong provided sponsor adidas with the opportunity to reach the local football public through their mobile phones - a challenge met with the creation of a dedicated 3G channel offering highlights of the tour and exclusive interviews with the Tour's stars, Raul and Beckham - and resulted in a massive uptake which surpassed any previous campaigns over the 3G network by 200 percent.

"We are especially pleased that the 3G campaign we developed for the adidas Real Madrid Tour of Hong Kong has been recognised. The advanced telecommunications technology in the Asia Pacific region makes it the ideal environment for us to develop innovative campaigns," said Geoffrey Handley, director of sales and marketing for The Hyperfactory.

According to the company's website, "examples such as this will continue to drive consumers to brands via 3G and whilst the age old adage 'content is king' still rings true; alone, it is not enough - it is the interactivity that consumers crave. The winners will be those brands that offer relevant, real-time, personalized interactive mobile experiences that truly connect and stimulate the consumer."


Real Madrid coach, Vander-lei Luxemburgo, has criticised the club for the organization of last July's tour of the USA and Asia. "Real Madrid is a football business and the tour was necessary and important, but the key is to know how it should be organized," he said as quoted by Reuters.

"I didn't like what we did. You can't leave one country and head off to another and spend more time on the plane than training or playing. A tour should act as pre-season preparation and not only be used as a way of making money. We are going to change it next season."

The club reportedly netted US $25 million from its 18-day promotional tour of the US, Japan, China, Hong Kong and Thailand.