Adidas Promo, Case study DAVID BECKHAM PHOTOBOOTH by Hill & Knowlton

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Hill & Knowlton
Director Alex Menzies, Eddie Hammerman, Gideon Joseph
Released April 2013

Credits & Description

Advertiser: ADIDAS
Category: Best Use of Live Events and/or Stunts
Advertising campaign: DAVID BECKHAM PHOTOBOOTH
Director: Alex Menzies (The 10 Group)
Senior Associate Director: Claire Holden (Hill+Knowlton Strategies UK)
Junior Account Executive: Ashley Lewis (Hill+Knowlton Strategies UK)
Director: Gideon Joseph (The 10 Group)
Senior Communications Manager – Digital: Joe Carby (Adidas)
Senior Account Executive: Michelle Rainey (Hill+Knowlton Strategies UK)
PR Manager: Laura Coveney (Adidas)
PR Specialist: Paul Brady (Adidas)
Cheif Executive Officer: Richard Millar (Hill+Knowlton Strategies UK)
Account Director: Sebastian Bell (Hill+Knowlton Strategies UK)
Director: Eddie Hammerman (The 10 Group)
Marketing Director UK: Nick Craggs (Adidas)
Account Director: Sacha Oswald (Hill+Knowlton Strategies UK)
PR Manager: Ben Goldhagen (Adidas)
Senior Account Executive: Glen Holland (Hill+Knowlton Strategies UK)
Head Of Public Relations: Sarah Gower (Adidas)
Senior Communications Manager: Steve Marks (Adidas)

Output/awareness: A significant spike in social media was created for adidas and the ‘Take the Stage’ campaign, demonstrating the creativity was strong and perfectly pitched. The surprise element received universal approval while the emotive footage dominated the UK news agenda. Knowledge/consideration: 3.3 million YouTube views with over 47,000 shares alongside 6,000 campaign mentions quoting the hashtag #takethestage on twitter. 160 items of press coverage including 18 pieces of broadcast coverage; significant coverage by 128 online media titles reaching 916 million. This allowed adidas to take ownership of the Olympics conversation in that crucial week and enabled significant cut-through for the ‘Take the Stage’ campaign with a total media reach of 1.5billion.Action/business impact: The activity significantly helped adidas sell out of kit half way through the Games with £100M of kit sold and made the Team GB sweatband a huge retail success as the biggest selling Olympic product for adidas.

To create an unforgettable stunt to promote adidas using David Beckham as the surprise element.The filmed material created by the surprise would then be communicated to build brand awareness. The communication tools would be split into three sections according to which media was targeted for telling the ‘Take the Stage’ story. -Broadcast news – B-roll footage was shared within hours of the event -Print and online news correspondents were provided with a specific set of tools to allow them to cover activity as news rather than brand-led content-Gossip/celebrity news websites and social channels were identified as crucial to making the activity famous.Social media was used to reach the core target audience (14-19 year olds)

With LOCOG dominating the news agenda the week before the Games started, it was difficult for Olympic sponsors to get cut through. On the eve of the Olympics, the agency was tasked with creating an unexpected and top secret stunt to create a buzz about adidas and its sponsorship of Team GB kit. However, this had to be achieved without using any Olympic branding that required LOCOG approval. adidas wanted to celebrate the Olympics and use brand ambassador, David Beckham. A sporting and national icon, known to be loyal to his fans, however, he was left out of the team. adidas needed to find a way to involve David Beckham and make the Team GB replica kit the biggest selling sports apparel in the UK.

A photobooth was set up in the Westfield Shopping Centre right by the Olympic Park. 60 unsuspecting sports fans were recruited and invited to the photobooth. Here they were photographed wearing their Team GB kit in support of their national side. They did not expect David Beckham, international sports icon and local hero, to join them in their photo sessions. The fans’ enormous surprise and delight was captured, with a compilation tape created and photographs taken and put online as a lasting memory of an emotional Olympics moment. It was an unforgettable event for a group of people who then publicised their role in the film through their social spaces, which ensured the video went viral. The film was promoted through PR to broadcast, digital and social media.

Campaign Description
Adidas, the kit sponsor for the Team GB for the Olympics challenged the agency to create something unexpected to celebrate the Olympics, and communicate the brand’s values as fun, human, energetic and authentic. But Adidas’ most famous ambassador and best-loved football star was left out of the team. Adidas was faced with the problem of how to involve David Beckham and make the Team GB replica kit the biggest selling apparel in the UK.Following on the PR success of Adidas’ photo booth campaign photographing athletes collecting their kit, another photo booth was created near the Olympic Village. 60 unsuspecting sports fans were recruited and invited to show their support for Team GB. Proudly wearing their branded Team GB kit in the photo booth, they were astonished to find David Beckham joining their photographic shoot. The fans’ emotional response was filmed creating a lasting memory, and put online. Using broadcast, digital and social media to drive traffic to the film, we generated 160 items of press coverage including 18 pieces of broadcast coverage, items on 128 online media titles, 6,000 mentions with the #takethestage hashtag and 3.3 YouTube views accompanied by 47,000 shares. Total reach over 1.5 million. The activity was responsible for a large part of Adidas delivering unprecedented sales figures with replica Team GB kit making it the biggest selling apparel in the UK ever with. £100M of this kit sold by the middle of the games and made the Team GB sweatband the ‘must have’ piece of the Games apparel.

Client Brief Or Objective
To continue the ‘Take the Stage’ campaign designed for the Olympics by staging an unexpected stunt. To create a positive and wide-reaching branded impact for Adidas in a week dominated by LOCOG’s build-up to the Games. To communicate the brand values as fun, human, authentic, energetic. To reach the core target audience (14-19 year olds) Adidas’ most dedicated fans and turn them into brand ambassadors by using David’s loyalty to his fans to connect them emotionally to Adidas, whilst making the Team GB sweatband famous. To reach a wider UK audience, helping them to associate Adidas with Team GB success.