Rebel Sport means Christmas

As it approached Christmas 2009, retailer Rebel Sport set out to increase year-on-year sales despite the economic downturn and with no extra adspend.

Rebel Sport means Christmas

Category: Retail/EtailAgency: Ogilvy NZAdvertiser: 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...

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