Cannes Lions

ALL IN(DOORS)

IRIS WORLDWIDE, Singapore / ADIDAS / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Go all in is the global brand positioning line for adidas. It's a call to arms to the world to follow their passions. With the haze choking the Lion City adidas fans had nowhere to run as the Pollution Standards Index ran into the unhealthy zone. We spotted an opportunity to create a relevant and genuine response to this topical News story. The Go all in(doors) campaign rewarded loyal Facebook fans with free one day gym passes so that they could train indoors safely. The number of passes given away was linked to the midday PSI level.

Outcome

Should be considered for best low budget campaign as it had no media support, all growth/interactions were organic. The viral reach of the initial post outperformed the average adidasSG post 5 fold. Post engagement rate smashed industry sector benchmark by x6.5. It achieved a virality of 2.6%. It generated over 200,000 SGD in media value with international publications The Independent, CNBC, The Wall Street Journal all reporting on it. It made the top 5 lists of haze brand activity in marketing titles. In the words of the blogosphere "the only positive thing to have come out of the SGHaze".

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