Adidas Promo, Case study AWESOME DJ-SCHOOL by Jung

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AWESOME DJ-SCHOOL

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Sweden
Agency Jung
Designer Hampus Klint
Released May 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: ADIDAS
Product/Service: BRAND ENGAGEMENT CAMPAIGN
Agency: JUNG
Account Director: Martin Abrahamsson (Jung Relations)
Planner: Johan Loman (Jung Relations)
Production Manager: Fredrik Manuel Persson (Jung Relations)
Designer: Hampus Klint (Jung Relations)
Public Relations Advisor: Ann Persson (Jung Relations)
Media placement: Press Release - - 13 April 2011
Media placement: Campaign Site - - 14 April 2011
Media placement: Event - - 6 May 2011

Summary of the Campaign
Background:
In 2011, adidas launched the global brand campaign, 'all in', aiming at the passion among their target audience. In Sweden we made famous DJ duo, Rebecca & Fiona, local brand-ambassadors.

Objectives:
Reach out to a new generation of adidas fans, create real engagement with the brand and increase purchase-intentions.

Solution
Many young people dream about becoming a DJ, but also feel it is hard to take that first step. We wanted to help them along the way by launching a DJ school hosted by Swedish star DJ-duo Rebecca & Fiona. 20 happy participants learned the basics behind DJing and ended up in a heaving night club performing alongside Rebecca & Fiona.

Results:
- 180,000 views on YouTube;
- 1,100 applicants;
- Purchase intentions increased from 21% to 31%.

The Situation
Adidas has since long been an appreciated brand among several consumer-groups. With its great focus on top-athletes, football-players and runners they have in some parts of the world lost the bait of its great heritage that comes from both sports and also music. Consumers view the brand as too sporty and have seen adidas originals as something separate from the overall brand; simply put, some people believe that adidas is too sporty for them, so they don't consider buying fashion items such as shoes or jackets as they find what they need in other places.

The Goal
This was the first time that adidas did a brand-campaign aimed at raising the profile around the brand. The campaign was also aimed at a young and influential target-group, 18-23, with money to spend and the social status to influence their peers.

Objectives:
1. Reach out to a new generation of adidas fans and show that the brand can be more then just sport;
2. Tie together the communication of sport and street;
3. Create engagement with the brand during and after the campaign period;
4. Increase the purchase-intention among the target-audience after the campaign.

The Strategy
Insight:
Passion is what drives people forward and together. It doesn't matter if you are a skateboard-junkie in LA or a footballer in Sweden: If you go with adidas, there will always be something for you, because adidas lives and breathe the same way you do.

In the Nordics it was important to find a key consumer insight to attract the target audience in the best possible manner. We decided that the global campaign wasn't enough to show that we understood exactly what made a young and conscious target-group tick and feel passionate.

Strategy:
Therefore, we decided that adidas needed fresh, young, local faces next to the symbols in the global campaign; to get the best possible effect, we used PR towards channels where we knew that the target-group spent a lot of time online. DJ duo, Rebecca & Fiona, was the perfect match for this.

Execution
The general idea was to let adidas source passion and credibility among highly influential young people all over the nordics, and create opportunities for identification with the adidas brand.

Together with Rebecca & Fiona, a famous DJ duo, we launched a DJ-school for young people from 16-20-years old. A lot of young people dream about becoming a DJ, but the step is sometimes just to hard to take, so we saw it as something natural that adidas should provide this. During a whole day in Stockholm, 20 happy participants learned the basics behind the DJ craft, and the day ended up in a crowded night club where the youngsters played together with Rebecca & Fiona, just hours before they took their first steps into DJing.

Documented Results
Adidas Awesome DJ School made its presence clear in daily and lifestyle media, both before and after the activation, and made it onto national Swedish public-service TV.

Results:
– 180,000 views on YouTube;
– 1,100 applicants to the adidas Awesome DJ School;
– After the campaign, purchase-intention was measured within the target group, and showed that it had increased from 21% to 31%.