ADIDAS ALL IN by ID Sao Paulo for Adidas

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ADIDAS ALL IN

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Brazil
Agency ID Sao Paulo
Art Director Ritiane De Cássia, Rita De Cássia, Fabio Favaro
Copywriter Natália Mamede
Released April 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: ADIDAS
Product/Service: ALL IN CONCEPT
Agency: ID\TBWA
Date of First Appearance: Apr 11 2011
Entrant Company: ID\TBWA, São Paulo, BRAZIL
Entry URL: http://www.yeastside.com/shake.html
Chief Creative Officer: Domenico Massareto (ID\TBWA)
Creative Coordinator: Rodrigo Mandredi (ID\TBWA)
Art Director: Rita de Cássia (ID\TBWA)
Art Director: Fabio Favaro (ID\TBWA)
Art Director: Ritiane de Cássia (ID\TBWA)
Copywriter: Natália Mamede (ID\TBWA)
Motion Designer: Carina Oliveira (ID\TBWA)
Planning Director: Igor Puga (ID\TBWA)
Media Director: Kauê Cury (ID\TBWA)
Media Manager: Adriana Molari (ID\TBWA)
Operations Director: Natália Gouvea (ID\TBWA)
Project Manager: Flávia Marques (ID\TBWA)
Account Director: Maury Tognolo (ID\TBWA)
Account Manager: Danilo bazzo (ID\TBWA)
Production: (Pivot)
Marketing Manager: Paulo Ziliotto (Adidas)
Media placement: Mobile Application - Apple Store - 11 April 2011

Insights, Strategy & the Idea
The main goal was to bring Adidas' new concept ‘all in’ into consumer’s daily routine by joining two different aspects of the brand: sports and music. The free mobile application combines sports and music content coming from ESPN and Rolling Stone. Users select their favourite sports and musical styles, shake their iPhones, and get the best of both worlds, according to personal preferences. It is relevant to the young target, between 14 and 25 years old, as they relate with the brand in a more personal way. For them, Adidas represents their personality. Adidas is their life style.

Creative Execution
The creative strategic solution was to join two important brands that represent the best from their specific niche: ESPN for sports and Rolling Stone for music. They were brought together by Adidas to bring to consumer’s mobile the best of news, according to their preferences.

Results and Effectiveness
The application was downloaded 54,200 times on its launching week and was the #1 sports app for 22 consecutive days.