Cannes Lions

ADIDAS WORLD CUP HUDDLE

SIX, Tokyo / ADIDAS / 2015

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Overview

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Overview

Description

In time for the World Cup in Brazil, adidas Japan faced the challenge of further increasing the sales of the Japan National Team jersey. Because there was no culture of wearing National team jerseys when supporting the National team in Japan unlike other countries.

First of all, a movie launched. A movie calling the supporters to "support the team by being the team".

In this movie real Japan National Team members appeared and made an enormous buzz .

Casting the real member of Japan National Football Team was a challenge for adidas but by overcoming the challenge, the movie got the authenticity and surprise to the fans.

By this movie the idea of making HUDDLE became very popular among not only football fans but all of Japan at once.

Next we provided chances to make HUDDLES, by holding public viewing, by making buzz movies with national stars such as AKB48 and Kyarypamyupamyu. Not only football fans but all of Japan became as one by this HUUDLE movement.

Huddles increased infinitely throughout Japan involving national stars, and earned tremendous PR exposure.

Whole Japan united as one and fought the World Cup together

Execution

First of all, a movie launched. A movie calling the supporters to "Support the team by being the team".

This movie rolled out on TV/WEBSITES.

TV spot for a week with a volume at the timing of launch.

In this movie real member of Japan National Football Team appeared and made an enormous buzz on social media.

By this movie the idea of making HUDDLE became very popular among not only football fans but all of Japan at once.

Next we provided many chances to make huddles, by holding public viewing, by making buzz movies with national stars such as AKB48 and Kyarypamyupamyu, and so on.

At last not only football fans but all of Japan became as one by this HUDDLE movement. The campaign went through as planned, and the whole of Japan were strongly motivated to buy the jersey and made HUDDLES nationwide to support the Japan National Football Team.

Outcome

adidas Japan grew the sales of the Jersey by 700% compared to previous World Cup in South Africa with tremendous PR exosure.

Also made success in creating a new Japanese football tradition of“wearing Japan National Football Team jersey when supporting the National team".

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