THE IMPOSSIBLE PITCH for Adidas

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THE IMPOSSIBLE PITCH

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Industry Sportswear, Athletic Footwear & Accessories, Advertising agencies, Business equipment & services, Advertising & Communication
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Corporate Communication
Advertiser: VOLONTAIRE
Product/Service: CREATIVE AGENCY
: Volontaire
Media placement: Microsite - Online - 16/03/2009

Summary of the Campaign
Volontaire believes that companies have lost control of their brands and that they can turn this into a good thing. To prove this, we asked three interns to win the global Adidas account in three weeks, thus proving the brand promise 'Impossible is nothing'. Armed with a blog and a Twitter account, they created a platform for collective creativity with ideas submitted from all over the world. Campaign acknowledged the campaign, naming it the world's first 'Twitch' (Twitter Pitch). The Impossible Pitch generated +100 international blog posts and +1,000 tweets worldwide, calling the approach unique and the agency innovative.

The Goal
The goal was to introduce Volontaire to agencies and potential clients worldwide. So in March of 2009, the following news was spread through the world: “Volontaire is a small agency with big ambitions in Stockholm, Sweden". Recently, they gave three interns a mission. 1. Pitch on Adidas worldwide. 2. Win the account. 3. Within three weeks. Why? Because according to Adidas, Impossible is Nothing.

Results
In less than three weeks, the blog attracted more than 12,000 unique visitors from 86 countries, who, on average, spent 3:16 minutes on the site. Articles in Campaign and Brand Republic named it the world’s first 'Twitch' (Twitter Pitch) and judged it to potentially change the way agencies compete for accounts. More than 100 blogs from all over the world mentioned the project as unique and innovative and about 1,000 tweets helped to spread the word. Moreover, Volontaire's belief became very apparent: that companies have completely lost control over their brands.

Execution

Armed with a blog, a Twitter account and an open invitation to visitors to contribute, the interns created a platform for collective creativity and transparency in everything from product development to advertising concepts. Three weeks passed quickly and were filled with research, store checks, interviews, hundreds of published advertising ideas with direct feedback from the visitors and lastly, an integrated, global concept with the own channel, adidas.tv, at the center. The thought behind the concept is simple and also stems from Volontaire’s methodology: by re-allocating economic resources from bought media space to the development of strong ideas that distribute themselves, funds are released to implement large scale activities simultaneously in different parts of the world.

The Situation
Volontaire’s methodology is built on the belief that companies and organisations have lost control of their brands and should cooperate with their customers instead of disturbing them with one-way-messages. In order to prove that point, we needed a guinea-pig: one of the world’s largest and most successful brands.

The Strategy
In order to show how Volontaire works, the interns Malin Berg, Henrik Bohman and Elisabeth Fischer had three weeks to win one of the world’s largest advertising accounts, Adidas, with their own brand promise as hostage.