MEGALIZER by Sid Lee Paris for Adidas

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MEGALIZER

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market France
Agency Sid Lee Paris
Director Samuel Rixon
Account Supervisor Guillaume Bergeron Sid Lee
Released April 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: ADIDAS
Product/Service: MEGA
Agency: SID LEE
Date of First Appearance: Apr 16 2011
Entrant Company: SID LEE, Paris, FRANCE
Chief Creative Officer: Sid Lee (Sid Lee)
Executive Creative Director: Sid Lee (Sid Lee)
Creative Director: Sid Lee (Sid Lee)
Copywriter: Sid Lee (Sid Lee)
Art Director: Sid Lee (Sid Lee)
Agency Producer: Sid Lee (Sid Lee)
Account Supervisor: Sid Lee (Sid Lee)
Advertiser's Supervisor: Sid Lee (Sid Lee)
Account Manager: Sid Lee (Sid Lee)
Director: Samuel Rixon
Media placement: web - all - 16/04/2011

Insights, Strategy & the Idea
adidas Originals planned to launch a new, urban shoes line: MEGA.
The main goal was to create an original and engaging drive-to-store operation. adidas Mega targets the suburban and hip hop youth, already familiar with the street culture embodied by adidas Originals. The suburban youths want shoes that stand out, make some noise and catch people’s attention. The idea was relevant because it offered the target audience an engaging, original tool and experience specifically designed for them. On the other hand, clients wanted a reason to come to stores. The aim of our idea was to make it happen through an original drive-to-store operation and through enriching the bond with consumers.

Creative Execution
adidas created the concept shoes Megalizer. With recognised French break-dancers, we developed a wireless technology that enables people to create their own beat while dancing, just with a laptop and speakers. First, the shoes were made available to young dancers during exclusive presentations.
Then, a viral video campaign with famous French break-dancers and rappers was launched to create a buzz about Megalizer.
Finally, we presented Megalizer with a tour at various French stores, inviting consumers to try out their moves with the chance to win Megalizer shoes.

Results and Effectiveness
+400,000 results on Google.
+5,000 tweets.
+10,000 shares/15,000 likes on Facebook.
+1,000,000 views on YouTube.
Thousands of Megalizer shoes were tried on in stores.
As soon as it was launched, MEGA became a must-have for French break-dancers.