Background:In 2011, adidas launched the global brand campaign, 'all in', aiming at the passion among their target audience. In Sweden we made famous DJ duo, Rebecca & Fiona, local brand-ambassadors.Objectives:Reach out to a new generation of adidas fans, create real engagement with the brand and increase purchase-intentions.SolutionMany young people dream about becoming a DJ, but also feel it is hard to take that first step. We wanted to help them along the way by launching a DJ school hosted by Swedish star DJ-duo Rebecca & Fiona. 20 happy participants learned the basics behind DJing and ended up in a heaving night club performing alongside Rebecca & Fiona.Results:- 180,000 views on YouTube;- 1,100 applicants;- Purchase intentions increased from 21% to 31%.

The general idea was to let adidas source passion and credibility among highly influential young people all over the nordics, and create opportunities for identification with the adidas brand.

Together with Rebecca & Fiona, a famous DJ duo, we launched a DJ-school for young people from 16-20-years old. A lot of young people dream about becoming a DJ, but the step is sometimes just to hard to take, so we saw it as something natural that adidas should provide this. During a whole day in Stockholm, 20 happy participants learned the basics behind the DJ craft, and the day ended up in a crowded night club where the youngsters played together with Rebecca & Fiona, just hours before they took their first steps into DJing.

Adidas Awesome DJ School made its presence clear in daily and lifestyle media, both before and after the activation, and made it onto national Swedish public-service TV.

Results:– 180,000 views on YouTube;– 1,100 applicants to the adidas Awesome DJ School;– After the campaign, purchase-intention was measured within the target group, and showed that it had increased from 21% to 31%.