Adidas wanted to launch its new state-of-the art AdiZones urban sports facilities across a host of London boroughs in an exciting and credible way, creating an underground “cool factor” buzz in the run up to the 2012 Olympics.
Urban youth publishers RWD Creative Media, who put together the campaign, explain how they did it.
Adidas’s creation of five, all purpose, free sports facilities demonstrates the brand’s commitment to encourage grassroots sports participation amongst London’s young urban population.
The launch campaign had to set a strong foundation for the future of the AdiZones and also build interest in the 2012 Olympics and the Impossible is Nothing slogan.
The fickle 14 to 18 year old market is notoriously hard to reach and engage with effectively. RWD was asked to create and implement a campaign which would resonate with the audience by combining sports action with music and art.
Harnessing the cool factor that had been generated by successful British Olympians in Bejing over the summer, the objectives were to:
· Position the Adidas brand alongside the Olympians’ medal winning sporting prowess
· Develop a campaign that could be elevated into mainstream media
· Build a sustainable connection between London’s urban youth and the new AdiZone sites
Using the everybody’s welcome, what’s your sport slogan, RWD devised a penetrative street campaign to highlight the locations of the AdiZones as free to use facilities which are available 24/7, 365 days a year.
Five adiZone branded Mercedes Benz SUVs embarked on 32 date, two month neighbourhood tour of neighbourhood youth centres, schools, shopping centres and local events such as the Notting Hill carnival and the Olympics handover party, each accompanied by their own AdiZone basketball squad.
Each pimped SUV was fitted with a unique body wrap, 5000 watts of Fusion Electronics, the latest mixing units and a custom made full sized basketball hoop to encourage the public to participate in shooting hoops and dunking.
The events were covered by MTV Base and unique footage filmed and uploaded onto social networking sites like MySpace, Facebook and YouTube.
Participants during the street tour were also given the chance to win either 3 stripe goodies or free tickets to an exclusive AdiZone sponsored launch concert at the O2’s Indigo, featuring the guest artist Kano.
The concert marked the pending release of Kano’s new album 140 Grime Street and was billed as the biggest Grime event of the year.
To register for the tickets, RWD created and operated a dedicated media rich microsite which included videos and details of the Slam Van tour.
To deliver maximum brand impact at the launch concert itself, large scale projections were dropped onto the rear of the stage, mixed live on the night by a team of VJs.
The images used were aspirational, combining footage of skilled sportspeople in action with videos of the AdiVan tour, zone locations and motivational messaging.
Other supporting activity included a take over of the October print edition of RWD magazine and its website, with a double cover of guest editor Kano and editorial content including British team Olympic interviews.
Other activity included 250,000 flyers, posters, and scratchcards which were circulated via nightclubs and retailers, radio promotions on Kiss 100 and pirate radio and print advertising in the Metro and Londonpaper.
Measurement, Evaluation and Results
The campaign delivered an overall reach of 7.5 million people and the Kano concert was largely oversubscribed with more than 5,000 people applying for the 2,600 available tickets. On the night the venue was packed to capacity.
The online campaign via the web promos and seeded video content reached 1.150 million in total. The AdiZones site recorded 1.451 million unique users during the campaign with total impressions at more than 25,000,000 to date. A supporting e-flyer campaign targeted 55,000 contacts.
Print activity reached a further 3.5 million readers, with the radio activity delivering a further 1.5 million ears.
The partnership with MTV via Trevor Nelson’s The Lick and MTV Base news coverage reached a total of 469,000. Further media coverage of the event was carried by The Londonpaper and The Independent with content and images from the concert uploaded by bloggers and industry tastemakers such as BBC Radio 1’s DJ Semtex.
Then there’s the street tour itself which the team doesn’t have final attendance figures for as they were far too busy shooting hoops with people to actually count them.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.