Adidas Promo, Case study CALLE ADIDAS ORIGINALS by La Despensa

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CALLE ADIDAS ORIGINALS

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Spain
Agency La Despensa
Director Juan Rayos
Creative Director Belén Coca
Art Director Rocío Verdejo, Hector Farias Rodriguez
Released August 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: ADIDAS
Product/Service: CLOTHING
Creative Executive Director: Miguel Olivares (La Despensa)
Creative Executive Director: Javier Carrasco (La Despensa)
Creative Director: Belén Coca (La Despensa)
Account Director: Sergio Sancho (La Despensa)
Account Executive: Juncal Roig (La Despensa)
Art Director: Hector Rodriguez (La Despensa)
Art Director: Rocío Verdejo (La Despensa)
Copy: Víctor Gómez (La Despensa)
Director: Juan Rayos (La Despensa)
Media placement: Event - Plaza de la Luna - 15 November 2010

Summary of the Campaign
Celebrate originality in the street. In the street? Any kind of street art is completely forbidden in Madrid. The solution? We created our own street: "adidas Originals Street", a place where the brand gave skaters, bikers, graffiti artists, musicians and artists the opportunity to let their imagination run free right in the city centre of Madrid.

To invite people to come and join our demands, we created an interactive viral. In it, the user covered the whole length of Madrid’s city centre and could see, thanks to his/her decisions, that there are no places for urban art in the city.
The tour ended in a place that would become "adidas Originals Street".

On 2 October 2010, we opened our street in an event that had massive coverage in all kinds of media.
And most importantly: over 8,000 people were infected with our spirit and came to demand more open and creative streets.

The Situation
Adidas’ last international campaign, 'Game On', celebrates originality in the street. Under this concept, they asked us to create an event that would attract brand fans and new younger customers to the shops.

The challenge was huge: any kind of street art is completely forbidden in Madrid.

The Goal
Reach our target (15-25), get them involved, and give them the opportunity to live the personal experience of our brand and our message - "Celebrate Originality". The younger generations don’t have this bond with the brand, which is the reason why we wanted them to fall in love with adidas Originals.

The Strategy
Online: To invite people to come and join our demand, we created an interactive viral. In it, the user covered the whole length of Madrid’s city centre and could see, thanks to his/her decisions, that there are no places for urban art in the city.

The tour ended in a place that would become "adidas Originals Street".

Offline: the experience became offline at an event where we showed the new collection at a fashion show. People from the street selected through castings in shops walked down a catwalk while skaters and bikers flew over their heads.

While graffiti artists decorated the square with their drawings, several live bands and DJs filled the atmosphere with their energy. Thanks to a special promotion, we directed members of the audience to the shop.

Execution
We created a dynamic viral launched in the second half of September, announcing an event that was going to take place in Plaza de La Luna (a square located in the famous Malasaña quarter in Madrid) on October 2nd.

This event was public and had a very open program: exhibition bikers and skaters, graffiti artists, DJs and two well-known bands in the national area.

Many celebrities, journalists and relevant people came to our VIP area to communicate what our event was all about.

Documented Results
On 2 October 2010, we opened our street in an event that had massive coverage in all kinds of media:

- 768,000 people watched and followed the plot of our 5 and a half minute viral.
- We reached a publicity of €3,672,412. Flagship sales increased on the day of the event: 325%.
- €107 million in media impressions.
- We got more than 2,500 appearances on TV, online and in written press.

Over 8,000 people were infected with our spirit and came to demand more open and creative streets.