Direct > Product & Service
SID LEE, Paris / ADIDAS / 2011
Overview
Credits
BriefWithProjectedOutcomes
To create a French link to the worldwide “all in” message, we created an application on Facebook that let users create their dream event by using a tool set. The consumers goal was to create the most creative event and share it with their friends. The player could choose everything from stars to activities, the whole adidas universe was free to chose from. The most creative and popular event was created for real by adidas, making the winner the star of the night.We created an interactive sharing video, which changed depending on what you put in your event.
ClientBriefOrObjective
In 2010, for the 5th time in a row, adidas is the French’s favourite brand. But when looking closer at the numbers, the affinity of the brand with its core target, the next gen. 14-19 years old, was getting loose.
brand Even if adidas remained a key brand in the sportswear landscape for them, it was starting to lack of relevance and appeal: a false perception of its positioning and offer: a football brand? fashion? ; an old/outdated image: the big brother brand ; a feeling of not being as engaging as before.
Effectiveness
Everyone got their own personal way of spreading their event which they could spread all over the web.Banners, videos with interviews of the stars and instore pieces connected to the campaign. Finally we used the event itself as a final way to spread the ”all in” message.
Relevancy
“Don’t say it, prove it.” More than declaring being cool and relevant to them, we had to prove it, making them experiment the new brand promise: “whatever the game, we put all our heart into it, we’re all in, adidas is all in”, in an exclusive way.The next gen is a very sensitive target, wary of marketing BS. We had to find a way to engage them in a genuine and generous way, establishing a close relationship.
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