England’s Rugby World Cup stars will have the backing of a 'Baa-rmy' in New Zealand, that is, thousands of sheep sporting the St. George Cross. Kiwi farmers are being offered one New Zealand dollar for every sheep they spray with the red cross or a message of support for Martin Johnson’s men.
England's 2003 World Cup winning center Will Greenwood is fronting the sheepvertising campaign, which is designed to boost the morale of the team -- and leave the All Blacks feeling sheepish.
Betting firm Betfair has already signed up 200 sheep for its cheeky two-month-long sheep-vertising stunt -- and it should have no problem rounding up an army of woolly fans for the England cause.
There are roughly ten sheep for every person in New Zealand -- 43 million sheep and 4.4 million humans. Any Kiwi farmer with at least ten animals in their flock can cash in with some sheepvertising.
Greenwood launched the initiative -- dubbed ‘Our Country Needs Ewe’ -- by posing with a flock of supportive sheep. The 38-year-old said that he hoped the four-legged, on-field support would unsettle the host nation and help Johnson shepherd his side to England’s Rugby World Cup glory.
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Trend Themes
1. Sheepvertising - The use of sheep in advertising campaigns represents a disruptive innovation opportunity for marketing companies to create unique and memorable promotional materials.
2. Animal-centered Marketing - The trend of including animals in advertising campaigns represents a disruptive innovation opportunity for companies to connect with consumers by tapping into their emotions toward animals.
3. Unconventional Sports Marketing - The trend of using unexpected and humorous marketing techniques in the sports industry represents a disruptive innovation opportunity for companies to stand out in a crowded market and engage with fans on a personal level.
Industry Implications
1. Sports Marketing - The use of unconventional marketing techniques presents a disruptive innovation opportunity for sports companies to create unique and personalized experiences for fans and drive customer loyalty.
2. Agriculture - The trend of animal-centered marketing presents a disruptive innovation opportunity for agriculture companies to leverage the emotional connection that consumers have with animals to build brand awareness and drive sales.
3. Betting - The use of sheepvertising in betting campaigns represents a disruptive innovation opportunity for the betting industry to create memorable and humorous advertising materials that appeal to consumers' sense of humor.