Adidas Case study The biggest champions league final of all time, 1 [video] by Heimat Berlin

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The biggest champions league final of all time, 1 [video]

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market Germany
Agency Heimat Berlin
Chief Creative Officer Guido Heffels
Creative Director Ramin Schmiedekampf, Frank Hose
Art Director Frank Hose, Luc Schurgers
Copywriter David Kauder
Production Mini Vegas
Released May 2012

Awards

Clio Awards, 2013
Engagement Ambient Bronze
Direct Mixed Campaign Bronze

Credits & Description

Advertiser: ADIDAS
Agency: HEIMAT
Category: Best Use of Integrated Media
Advertising campaign: THE BIGGEST CHAMPIONS LEAGUE FINAL OF ALL TIME
Guerilla Producer: Benedikt Schweikert (37 Grad)
Agency Producer: Flo Hoffmann (Heimat Berlin)
Art Direction: Frank Hose (Heimat Berlin)
Postproduction/CGI: Johannes Leisen (Sublime)
Editors: Julia Sausen (Heimat Berlin)
Junior Copywriter: David Kauder (Heimat Berlin)
Creative Developement/Production: Ellen Utrecht (Minivegas)
Art Direction: Luc Schurgers (Minivegas)
Editors: Niels Münter (Heimat Berlin)
Creative Directors: Ramin Schmiedekampf (Heimat Berlin)
Graphic Designer: Santiago Raga (Heimat Berlin)
Music: Thomas Berlin (Berlinaudio)
Postproduction/CGI: Andreas Freitag (Sublime)
Sound Engineer: Ireneusz Szumlanski (Tonfabrik)
Agency Producer: Jessica Valin (Heimat Berlin)
Creative Developement/Production: Luc Schurgers (Minivegas)
Production Assistant: Philip Bauch (Heimat Berlin)
Art Assistants: Benedikt Ganscyk (Heimat Berlin)
Creative Directors: Frank Hose (Heimat Berlin)
Chief Creative Officer: Guido Heffels (Heimat Berlin)
Art Assistants: Maria Botsch (Heimat Berlin)
Chief Executive Officer: Matthias Von Bechtolsheim (Heimat Berlin)
Media Planner: Simone Reifferscheid (Posterscope/Carat)
Strategy
The 2012 Champions League final, highlight of the European football season, took place in Munich, Germany, when Bayern Munich faced off against Chelsea FC. Adidas, a partner of the UEFA Champions League and a sponsor of both competing teams, used the event as a communicative platform to make it the biggest Champions League final of all time. Even bigger than the actual game in the stadium itself. Additionally, Adidas highlighted its 'all in' claim by inviting everyone in Munich and around the world to participate in a competition. In doing so, Adidas took fans’ rivalry to the next level.
Execution
The campaign was launched via city light posters, blow-ups, guerilla posters, radio co-op and YouTube teaser. The motto 'Go all in for your team. Make your choice.' invited everyone to take part in a competition by making 'choices'. Every decision was shown in real time on the Adidas Reality clickrate – an innovative counting system that made fans’ leanings highly visible. Adidas gave fans who couldn’t make it to Munich the chance to participate online by using real fan avatars. Intermediate results were shown every night as a 3D video projection in the city centre of Munich.
Effectiveness
Adidas became the symbol of pure soccer enthusiasm and highlighted its 'all in' claim, both by letting everyone in the world participate in this competition and by combining various media channels. Adidas offered everyone an insight into what football is really all about: going all in for your team. The campaign got over 330,000 fan votes and reached more than 27 million PR contacts. It generated more than 19 million contacts via TV and radio plus 7 million via online and print media. More than 140,000 unique users visited the microsite. And: Adidas got 90,000 new likes on Facebook.