Rebel Sport means Christmas

Category: Retail/Etail
Agency: Ogilvy NZ
Advertiser: Briscoe Group Ltd


In 2009, it wasn’t just the economy that was against Rebel Sport. Many retailers were desperate to generate cashflow, making the competition for share of voice ferocious.

The key was a campaign that not only engaged the New Zealand public, but also challenged them with a central, larger-than-life character many loved to hate.


Rebel Sport, like other retailers, was facing Christmas 2009 with some concern. The period accounts for a quarter of its annual sales, and things were looking gloomy, with 35% of consumers stating that their money worries would negatively affect their Christmas spending.

Nonetheless, Rebel Sport set about increasing year on year sales – without increasing their advertising spend and with a price model consistent with the previous year.