Integrated as the campaign cumulated two media plateforms : event and digital during 9 months

adidas was challenger on the running market. Then came the Boost range and its technology: the perfect opportunity for speaking about running and more precisely to a target: the YUR (Young Urban Runners).

Campaign objectives were to turn adidas into THE running brand for YUR and highlight the positive points of shoes.

Agency proposed a perennial event that would engage the YUR community, turning them into brand ambassadors :

Boost Battle Run, a new approach of running in Paris, freed from its usual code to engage the YURs.

The agency cut Paris into 10 districts, like the Palio of Sienna and gave them a leader, a shield, an HQ... to claim their belonging to their community.

The confrontation of the districts was also online, on social networks: meeting point of each team, recruitment platform and a ring to fought against other teams by creating contents (hijackings, pictures, games, video game...)

More than 12000 parisian runners joined the adventure and run each week for their district

More than 400 clippings, including more than 200 clippings on the final including France 2 - Télématin ; France 3 - Tout le Sport ; L’Equipe 21 ; RTL ; RMC ; France Inter ; Le Parisien ; 20 Minutes ; Direct Matin ; GQ ; Stylist ; Glamour…

More than 150 000 online interactions via the teams "#" on social networks

More than 200 creative contents from the teams flying by the BBRs' flag : a video game, GP paintings,themed runs

A season 2 of this campaign started in april 15: a new team has been created (Champs Elysées) and the number of participants still growing !

Recruitment of 10 team leaders who represented each district, on these criteria: sports practice and mostly running / belonging to the chosen districts / influent on social networks. Then recruitment in the team leader networks and creation of 10 Facebook groups. Discussion area about meeting points, exchanges between team members, schedules of the next runs. Recruitment via 3 canals: PR, advertising on Facebook and virality. Runners are indeed encouraged to share content linked to their team hashtag.

The operation grow in time thanks to the confrontation/challenge aspect to beat the other teams to become the best running team of Paris, the sportive fights: if teams run each in their respective districts 2 or 3 times a weeks, they meet once a month for a battle (speed, relay), creative actions from the team initiatives and rewarded by adidas that allow a permanent communication with original contents and reenforce the membership.

adidas used to be challenger on the running market. Then came the Boost range and its technology. The brand and the agency immediately detected an opportunity for speaking about urban running and more precisely to a special target : the YUR (Young Urban Runners, active target, running for different reasons, but all considering running more like a lifestyle than a display)

As YUR is a very autonomous target, agency had to find how to mobilize them. As the belonging to a district or a city is a big part of their culture, the agency decided to create micro events vs national/global event and get its inspiration from the "Palio of Sienna".

The agency proposed to adidas a perennial event that would engage the YUR, turning them into brand ambassadors and content creators: Boost Battle Run a new approach of running in Paris, freed from its usual code and classical run.