Cannes Lions

Spot The Station

OGILVY, Sao Paulo / ADIDAS / 2020

Demo Film
MP3 Original Language
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Demo Film
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Overview

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Credits

Overview

Background

In 1949, Adi Dassler founded the original sports brand. Seventy one years of relentless innovation later, adidas announced a pioneering partnership with one of the most innovative creative brands in the universe - the ISS National Lab and the thematic tennis that marked this partnership - the Ultraboost 20 - was just the beginning of the work with the ISS National Lab. It was necessary to create something to engage our target (WM, 18-24, passionate about sports, technology and music). So our challenge was launching this sneaker in an extraordinarily relevant and creative way, creating a story to be talked about by our audience. We chose Spotify as our media, content and developer partner, for their strong connection with the runner audience, segmentation capacity, personalization and heavy use of their mobile app by our target.

Idea

By connecting data and branded content, Spot the Station translated the most complex technology into entertainment for runners. We created the first sneaker drop released by a mobile experience using the ISS trajectory in real time. Users had to find the International Space Station skywards to unlock exclusive content about adidas Ultrabost 20. We imputed ISS coordinates and matched them to the users' position by using mobile's in-built features.

Strategy

To release ad's inviting users to play when ISS was passing by close, we used Spotify geotargeting for their strong connection with the runner audience and target segmentation capacity. To input ISS trajectory, we used data available on Nasa websites and other as www.isstracker.com and www.esa.int/ To accurately define if user's were point the mobile in the right direction, we used in-built mobile features (accelerometer, compass, gps and gyroscope. Matching ISS location (ISS goes around the globe and our heads 15 times a day, at a speed greater than 26,000km/h) against the user's location and their mobile's direction, we could define the exact time that the ISS was over us.

Execution

Our strategy was to launch the Ultraboost20 by creating a story about technology to be talked about by the public (WM, 18-24, passionate about sports, technology and music). So we brought the International Space Station and all its technology to the hands of user's.

Spot the Station was a mobile experience where all users had to do was point the smartphone skywards and search for the ISS on one of the 15 times it passes around the globe. If they find it, they could unlock access to the ISS and adidas details, Ultraboost 20 exclusive information and download an exclusive musical content inspired by pieces that involve space and make you feel like you are floating in the space while you are running, curated by Spotify.

Our UX wanted to make this complex technology into a playful space exploration inspired by SCI-FI movies references mixed with games interfaces as aim, timecodes, coordinates e data visualization. To release ad's inviting users to play when ISS was passing by close, we used Spotify geotargeting for their strong connection with the runner audience and target segmentation capacity. To input ISS trajectory, we used data available on Nasa websites and other as www.isstracker.com and www.esa.int/ To accurately define if user's were point the mobile in the right direction, we used in-built mobile features (accelerometer, compass, gps and gyroscope). Matching ISS location (ISS goes around at a speed greater than 26,000km/h) against the user's location and their mobile's direction, we could define the exact time that the ISS was over us.

Outcome

547.041 unique users

19,7 minutes streamed daily/single user

33.189 minutes streamed total

A sold out sneaker in the first 2 weeks of January 2020

3.5mm musics listened organically by our experience in 2020

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