ADIDAS 2031 CHAMPIONS by TBWA\ Berlin for Adidas

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ADIDAS 2031 CHAMPIONS

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Germany
Agency TBWA\ Berlin
Art Director Andrew Morgan, Lucio Regner, Janine Jales
Copywriter Stefan Schmidt, Vesna Koselj
Released April 2011

Credits & Description

Category: Durable Goods
Advertiser: ADIDAS
Product/Service: ADIDAS
Agency: TBWA\BERLIN
Chief Creative Officer: Stefan Schmidt (TBWA Berlin)
Chief Creative Officer: Kurt Georg Dieckert (TBWA Berlin)
Creative Director: Vesna Koselj (TBWA Berlin)
Creative Director: Lucio Regner (TBWA Berlin)
Art Director: Lucio Regner/Janine Jales/Andrew Morgan (TBWA Berlin)
Copywriter: Stefan Schmidt (TBWA Berlin)
Copywriter: Vesna Koselj (TBWA Berlin)
Graphic Design: Andrew Morgan (TBWA Berlin)
Print Producer: Katrin Dettmann (TBWA Berlin)
Idea/Concept: Vesna Koselj/Lucio Regner (TBWA Berlin)
TV Producer: Kathrin Rueppel (TBWA Berlin)
Account Manager: Falk Lungwitz/Benjamin Beck (TBWA Berlin)
Art Buying: Martina Kersten/Rossita Markowitz (TBWA Berlin)
Media placement: Internet - Microsite - 22 June 2011
Media placement: Internet - Promotion Film - 22 June 2011
Media placement: Ambient Media - Starter Boxes - 22 June 2011

Describe the objective of the promotion.
To celebrate adidas' long-term commitment to women's football and promote the first ever women's jersey they designed for the German team of the Women's World Cup 2011.

Describe how the promotion developed from concept to implementation.
We created a starter box with a baby jersey, F50 booties, a ball and inspiration from the current German team for every girl born during the World Cup and so welcomed a new generation of players.

Explain why the method of promotion was most relevant to the product or service.
The starter box was delivered with a letter signed by the global football icon Steffi Jones, baby replica of the official jersey, motivational DVD and a certificate, baby F50 football boots and a ball. Web videos invited expecting parents to the minisite, where the parents applied for the starter box. 11 lucky girls even received their boxes from German players or the global football icon Steffi Jones personally.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The results: 2,031 starter boxes produced and delivered,11,182 visitors on the minisite, the next German generation of champions is already casted.