Adidas Digital #THERETURN by 180 LA, Roundarch Isobar Boston

Adsarchive » Digital » Adidas » #THERETURN

#THERETURN

Pin to Collection
Add a note
Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile
Market United States
Agency 180 LA
Associate Creative Director Ly Weintraub
Executive Creative Director William Gelner, Max Fresen
Creative Director Andy Fraser, Andrew Morse, Peter Metz
Art Director Matthew Woodhams-Roberts
Copywriter Dave Horton
Agency Roundarch Isobar Boston
Released November 2012

Credits & Description

Advertiser: ADIDAS
Agency: ROUNDARCH ISOBAR
Category: Social Media
Advertising campaign: #THERETURN
Senior Global Digital Manager: Lia Vakoutis (Adidas)
Art Director: Matthew Woodhams-Roberts (180LA)
Copywriter: Dave Horton (180LA)
SVP/Group Managing Director: Fidel Parente (Carat)
Client Partner: Steve Myers (Roundarch Isobar)
Executive Creative Director: William Gelner (180LA)
Senior Global Communications Manager: Lorrin Pascoe (Adidas)
SVP/Director Of Strategy And Innovation: Michael Bernardoni (Carat / JumpTank)
Creative Director: Andrew Morse (Roundarch Isobar)
Strategy: Bryan Maleszyk (Roundarch Isobar)
Account Director: Jerico Cabaysa (180LA)
Director/VP Strategy: Marc Strijdveen (Carat)
Creative Director: Peter Metz (Sockeye)
Executive Producer: Ryan Crisman (Sockeye)
Director Of Global Communications: Ryan Morlan (Adidas)
Creative Director: Andy Fraser (Sockeye)
Associate Creative Director: Ly Weintraub (Roundarch Isobar)
Executive Creative Director: Max Fresen (Roundarch Isobar)
Senior Producer: Natasha Wellesley (180LA)
SVP/Global Brand Marketing: Nicole Vollebregt (Adidas)

Brief Explanation
Challenge April 2012, the unthinkable happened: Derrick Rose, NBA MVP/Rookie of the year-point-guard for The Chicago Bulls, suffered a season ending ACL-knee tear only two months after signing an exclusive deal with adidas for his own signature brand. Now the launch of the adidas DRose 3 basketball shoe line was in jeopardy. The entire campaign would have to be rethought for a player now on the bench. Solution Our plan was to inspire fans, worldwide, through a mobile and digital content driven platform. A 6-part Web series called “The Return” told the story of Rose’s personal recovery moments. A digital hub (adidas.com/thereturn) – that aggregated fans reactions to the content and allowed for delivery of messages of encouragement to Rose - acted as the anchor of the platform. #TheReturn would represent and aggregate the real time connections Rose and fans would have after each episode. A groundswell of fan support would be created for Derrick. This groundswell inspired others to engage, participate and share. How it worked: We created a scalable HTML5 platform, accessible from any device but focused in mobile given our younger audience. It consolidated the episodic documentary content of Rose’s return, profiled his upcoming shoe, and more importantly showcased a consolidated stream of social fan support from across diverse sources (Twitter, Instagram, Facebook, YouTube, OOH, and retail). We also gave visitors and fans a variety of exciting ways that they could show support of their own, including painting their Facebook profile pics red and sending Rose an “All In” personal message, posting inspirational instagram photos, or, our favorite, linking a tweet back to the actual documentary film content. We ensured that communication and engagement was seamless across all media (Documentaries/Broadcast/Print/Youtube/Twitter/Search/Retail). Targeted TV, endemic print, mobile ads, digital take-over’s, social posts and products, search and outdoor inspired fans to continue connecting with and supporting Rose via #TheReturn. Results: Sales: • Despite a $60 price increase and Rose unavailable on court, sales objectives were successfully met, including double digit sell-through: An industry goal Twitter • #TheReturn trended 3x without Bought media • #TheReturn was mentioned/supported Rose 300,000+ times outpacing all other sports brands during the same period • @adidasbasketball grew by 100% YouTube • 9 Million and counting viewed 18 mins of content Facebook: • adidas basketball ‘chat’ grew by 200% Search • Search volume was on par with the sports category for the same period despite Rose’s absence on court, unlike competing athletes. • 400% increase in volume