THE PARTY MOVIE by LA DESPENSA INGREDIENTES CREATIVOS for Adidas

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THE PARTY MOVIE

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market Spain
Agency LA DESPENSA INGREDIENTES CREATIVOS
Executive Creative Director Javier Carrasco Y Miguel Olivares
Creative Director Belén Coca
Art Director Guillermo Roda
Copywriter Jorge Sánchez Mares
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ADIDAS ESPAÑA
Product/Service: ADIDAS
Agency: LA DESPENSA INGREDIENTES CREATIVOS
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: LA DESPENSA INGREDIENTES CREATIVOS, Madrid, SPAIN
Executive Creative Director: Javier Carrasco (La Despensa Ingredientes creativos)
Creative Director: Belén Coca (La Despensa Ingredientes creativos)
Copywriter: Jorge Mares (La Despensa Ingredientes creativos)
Art Director: Guillermo Roda (La Despensa Ingredientes creativos)
Interactive Creative Director: Belén Coca (La Despensa Ingredientes creativos)
Account Manager: Sergio Sancho (La Despensa Ingredientes creativos)
Executive Manager: Esther Vázquez (La Despensa Ingredientes creativos)
Technical Director: Javier Jiménez (La Despensa Ingredientes creativos)
Interactive Art Director: Patricia Campuzano (La Despensa Ingredientes creativos)
Media placement: ONLINE - Adidas Spain Official Website - 15 November 2009
Media placement: ONLINE - Adidas Originals YouTube Channel - 15 November 2009
Media placement: ONLINE - Adidas Originals Facebook Group - 15 November 2009

Describe the brief/objective of the direct campaign.
For its 60th anniversary, Adidas Originals asked us for a participatory action that would encourage young people to interact with the brand.

Explain why the creative execution was relevant to the product or service.
The possibility of starring in a short film and experiencing an Adidas party provoked a massive response from its fans. We offered the young people all the Adidas tools to show the world their talent. A great connection was established between the brand and the consumers through the castings and the short film, making the consumers feel a part of it. The three-phase strategy (casting, short film, premiere) made it so that the campaign was talked about for two months with an impact on the Internet and on the street.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Following its Celebrate Originality concept, we decided to create a very original project with original people: We searched for the most original young people in Spain to make a short film that was filmed at a large party held at a Madrid shop. To find the stars, we conducted a casting at the shops over the course of 2 weekends. The young people had to show what makes them original. We assigned the chosen ones a role and they had the opportunity to be actors for a day. One week afterwards, we premiered The Party Movie on the Internet. We had 500 castings face to face, gave out 5000 flyers, 2000 posters, 1 big canvas of 16 x 21 m2. We also called to action in spotify, banners campaigns and Facebook and YouTube notifications were used.

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.
In just two weeks, 1500 people signed up for the casting. More than 1200 blogs and websites echoed the campaign before and after the party. 165.000 people saw The Party Movie.