Cannes Lions

SPORTS WEAR

12SNAP GERMANY, Munich / ADIDAS / 2005

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Overview

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Credits

Overview

Description

A completely new software for mobile phones was developed, with which the customer can guide a virtual football crowd while on a phone call. The software is downloaded to the phone by sending one simple SMS message, then with a touch of one of the phone buttons during the call, the crowd can be made to applaud, scream, boo!, sing, etc. Didn't you always want to let tens of thousands of people boo at a friend if they didn't want to go out with you? The crowd sound was integrated so smoothly into the call that the recipient couldn't tell the difference. That's real "talk-about value"...

Outcome

This was literally word-of-mouth. The campaign response rate was more than 5%, which was a huge success in direct marketing for Adidas and Club Nokia Germany. The software spread out to a much larger crowd beyond the initial one (viral), because the crowd kept talking about it – literally, while on the phone. The mobile phone and the Yella turned consumers into Adidas promoters. The idea of adding sound effects to your call afterwards also became a highly successful, worldwide commercial product that consumers would pay more than US$3 for.

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