Adidas Case study WORLD FASTEST RUNNING MOVIES [Video] by Starcom Dubai

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WORLD FASTEST RUNNING MOVIES [Video]

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market United Arab Emirates
Agency Starcom Dubai
Released February 2013

Awards

Dubai Lynx 2013
Media USE OF BROADCAST: TV, CINEMA, RADIO GOLD

Credits & Description

Client ADIDAS
Product F50
Entrant STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF BROADCAST: TV, CINEMA, RADIO
Title: WORLD FASTEST RUNNING MOVIES
Product/Service: F50
Media Agency 2 : STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Entrant Company : STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Media Agency : STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Name Company Position
Pauline Rady Starcom Mediavest Group Associate Media Director
Mohit Lodha Starcom Mediavest Group Human Experience Director
Milad Samia Starcom Mediavest Group Media Manager
Marc Zahra Starcom Mediavest Group Media Executive
Results and Effectiveness:
World’s fastest running movies reached 7.5 million people in the region** F50 was almost sold out as its sales increased by 86% in just 1 month. Moreover, year-on-year sales of the football category increased by 16.2%*** The 30 sec ad-breaks were 60% cheaper than buying a 30 sec TV spot in the same slot**** Fox Movies also shared these movies with their 510,000 Facebook fans. The 4 posts in total got more than 210 likes & 90 shares.
Creative Execution:
We partnered with Fox Movies to create World’s fastest running movies. We turned feature length films into 30 second recaps using ‘speed’ cuts F50 style. These 30 second recaps were then placed as the last ad-breaks in the respective movie enabling viewers to catch-up on what they have missed. Adidas were able to own the ad-break as well as block out all other advertisers. F50 made ad-breaks run faster as well as entertained our ad-weary audience. And in the process, we changed the way ad-breaks operate in the region.
Insights, Strategy and the Idea:
Adidas wanted to launch F50- World’s fastest running shoe. We needed to use television to communicate ‘fastest’ innovatively and catch the attention of our young audience. Football icon Messi was the star of its ambitious TV commercial. Sounds like the perfect launch? Well-not really! Be it soft drinks, toiletries or even luxury products – football stars in TV advertising have become such a cliché that not even Messi could break the clutter. We did not want to be yet another football spot in a boring 5 minute ad-break*. But what if we could eliminate all the other advertisers? What if we could make the ad-break run as a fast as Messi ? We saw an opportunity in making the unexciting & long ad breaks entertaining and meaningful. Our idea was to make the ad-breaks run fast – just like F50.