Adidas Promo, Case study THE FIVE STAGES OF A MARATHON by Heimat Berlin

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THE FIVE STAGES OF A MARATHON

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Germany
Agency Heimat Berlin
Copywriter Dominik Maas
Photographer Olaf Heine
Account Supervisor Julia Bubenik
Released May 2013

Credits & Description

Advertiser: ADIDAS
Agency: HEIMAT
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: THE FIVE STAGES OF A MARATHON
Ceo/Planning: Andreas Mengele (Heimat Berlin)
Copywriter: Dominik Maas (Heimat Berlin)
Art Buying: Adriana Santo Tomas (Heimat Berlin)
Agency Producer: Flo Hoffmann (Heimat Berlin)
Print Production: Carola Storto (Heimat Berlin)
Account Manager: Philip Bauch (Heimat Berlin)
Junior Art Director: Lucas Schneider (Heimat Berlin)
Art Direction: Patrick Düver (Heimat Berlin)
Stage Building: Stageco Deutschland Gmbh
Chief Creative Officer: Guido Heffels (Heimat Berlin)
Account Supervisor: Julia Bubenik (Heimat Berlin)
Chief Executive Officer: Matthias Von Bechtolsheim (Heimat Berlin)
Creative Directors: Ove Gley (Heimat Berlin)
Graphic Design: Franziska Kriehn (Heimat Berlin)
Art Direction: Gustavo Vieira Dias (Heimat Berlin)
Agency Producer: Jessica Valin (Heimat Berlin)
Photographer: Olaf Heine
Creative Directors: Ole Vinck (Heimat Berlin)

Execution
Choosing the Berlin Marathon 2012 as the perfect event to fulfill the brief and taking advantage of the buzz, Adidas constructed five special billboards and placed them along the 42,195 km track. Each of them displaying the emotional state of the runners at the exact point on the track.

Effectiveness
Increase in sales at the Berlin flagship store in the 2 weeks after the marathon: ~ +14 %.

Strategy
Adidas brings the emotions of running on the streets at the Berlin Marathon - the biggest running event in Central Europe with more than 40.000 runners and over 1 million spectators.The task was to demonstrate the brands deep understanding of running.