adidas wanted to build on the outstanding launch of its adi-Zones (part of their London 2012 Olympic commitment).
This year (2010) they wanted to create desirability around its exclusive D-Plan tracksuit range exclusively available at retailer, JD. Youth communications agency RWD Creative Media explains how it developed the campaign.
RWD magazine’s established feature ‘About to Blow’ is synonymous with showcasing new UK talent that’s on the verge of fame and is recognized for exposing breaking music artistes such as Tinchy Stryder and Chipmunk.
Taking this successful feature as the communications vehicle for the campaign, a special About to Blow TV cross platform campaign was created for TV, print, in store and online featuring nine rising young
stars of sports and music
The fickle 14 to 18 year old market is notoriously hard to reach and engage with effectively. The campaign needed to
• Design a credible and desirable tracksuit underlining adidas’s 2012 involvement.
• Promote the new series of adidas tracksuits and create demand for the 2012 product.
• Use aspirational figures in sport and music who would endorse the product and that the consumer would relate to.
• Communicate the context of these aspirational figures.
• Highlight the adiZones
• Communicate the tie-in with RWD’s ‘About to Blow’ concept.
Together, adidas and RWD picked six emerging UK music artistes and teamed them up with three potential British Olympians to star in the About to Blow TV special. The featured talent included Jeffrey Lawal-Balogun, Lethal Bizzle, Tinie Tempah, Devlin, Mz Bratt and MC Versatile.
Two days of filming and photoshoots were organised, on location at one of the adidas adiZones (state of the art community sports facilities) and on a day related to each of the artist’s/athlete’s home town or their day job. The rising stars then interviewed each other to discover what similar traits and shared experiences had helped them reach this stage in their careers.
Two 25 minute About to Blow TV specials were created for Sky’s digital music channel AKA. The programmes were edited in way that they would be considered inspiring, whilst highlighting the 2012 tracksuits, adidas and JD Sports.
Unique individual idents for each of the nine participants were created to communicate adidas’s key messages. And an explosive motion graphics introduction and trailer for was also used to promote the TV docs.
For in-store activity at branches of JD Sports where the track suits were on sale, nine individual display adverts were designed as promotional posters. The in-store promotion included a visual window display and product swing tags derived from the campaign creative.
The artwork was replicated as exclusive adverts in RWD magazine.Picture led coverage and editorial ran across three issues of RWD magazine, supported by a website take over, e-flyers and banner ads.
JD Sports’s quarterly in-store magazine featured Lethal Bizzle wearing the D-Plan tracksuit.
Measurement. Evaluation and Results
The short films were seeded online to promote the two half an hour TV documentaries on Channel AKA (Sky Digital 370) and the exclusive D-Plan tracksuit range. This element of the campaign reached an audience of more than three million.
Total audience reach including other online and offline media was 3.953 million. Sales of D-Plan were at 44% after eight weeks, the top seller in the JD stores over that period.
Since the conception of the adidas ‘About to Blow’ project, Tinie Tempah has been top of the charts for last three weeks and five of the six music artists involved have signed recording deals with major labels. Watch out for their debut singles in 2010.
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