Adidas DM ALL EVENT by Sid Lee Paris

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market France
Agency Sid Lee Paris
Director Samuel Rixon
Released April 2011

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: ADIDAS
Product/Service: SPORTS WEAR BRAND
Agency: SID LEE
Date of First Appearance: Apr 16 2011
Entrant Company: SID LEE, Paris, FRANCE
Chief Creative Officer: (Sid Lee)
Executive Creative Director: (Sid Lee)
Creative Director: (Sid Lee)
Copywriter: (Sid Lee)
Art Director: (Sid Lee)
Agency Producer: (Sid Lee)
Account Supervisor: (Sid Lee)
Account Manager: (Sid Lee)
Director: Samuel Rixon
Media placement: web - all - 04/16/2011

Describe the brief/objective of the direct campaign.
In 2010, for the 5th time in a row, adidas is the French’s favourite brand. But when looking closer at the numbers, the affinity of the brand with its core target, the next gen. 14-19 years old, was getting loose.
brand Even if adidas remained a key brand in the sportswear landscape for them, it was starting to lack of relevance and appeal: a false perception of its positioning and offer: a football brand? fashion? ; an old/outdated image: the big brother brand ; a feeling of not being as engaging as before.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To create a French link to the worldwide “all in” message, we created an application on Facebook that let users create their dream event by using a tool set. The consumers goal was to create the most creative event and share it with their friends. The player could choose everything from stars to activities, the whole adidas universe was free to chose from. The most creative and popular event was created for real by adidas, making the winner the star of the night.
We created an interactive sharing video, which changed depending on what you put in your event.

Explain why the creative execution was relevant to the product or service.
“Don’t say it, prove it.” More than declaring being cool and relevant to them, we had to prove it, making them experiment the new brand promise: “whatever the game, we put all our heart into it, we’re all in, adidas is all in”, in an exclusive way.
The next gen is a very sensitive target, wary of marketing BS. We had to find a way to engage them in a genuine and generous way, establishing a close relationship.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Everyone got their own personal way of spreading their event which they could spread all over the web.
Banners, videos with interviews of the stars and instore pieces connected to the campaign. Finally we used the event itself as a final way to spread the ”all in” message.