THE POWER OF RED by Isobar Madrid for Adidas

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THE POWER OF RED

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Spain
Agency Isobar Madrid
Creative Director Jesús Henares
Art Director Elena García, Victor Javier Blanco
Released December 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ADIDAS
Product/Service: SPANISH FOOTBALL TEAM JERSEY
Agency: NETTHINK ISOBAR
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: NETTHINK ISOBAR, Madrid, SPAIN
Entry URL: www.backNTage.com/festivales/adidas/donantes/eng/media.html
General Creative Director: Mario Sánchez del Real
Creative Director: Jesús Henares
Account Manager: Borja Chacón
Art Director: Javier Blanco
Art Director: Elena García
Flash Developer: Jose Miguel Moreno
Flash Developer: Alejandro Escohotado
Video Director: Abraham López
Video Producer: Javier Moreno
Technical Director: Carlos Chenel
Development Director: Carlos Macias
Account Executive: Cristina Puyol
Account Executive: Luis Permanyer
Client Services Director: Roger Sendra
Media placement: TV Spot - Cuatro/ Telemadrid/ Many Others... - 9 December 2009
Media placement: Outdoor - Billboard - 10 December 2009
Media placement: Internet - El País/ Marca/ Many others - 9 December 2009
Media placement: PR Activation - Many... - 10 December 2009
Media placement: Social Media Marketing - Facebook, Twitter... - 5 December 2009

Results and Effectiveness
The action had a big repercussion in Mass Media, with more than 5 million people impacted only with the billboard that we transformed into 20 million with our media and PR actions. +18 free TV appearances, press and radio mentions. More than 35,000 views of the Internet video, 20,000 of them on our website the day of the action, and over 5,000 social media followers, from 88 different countries. We increased the usual average blood donation in Spain by 200%. We obtained more than 500,000 euros of free media impact with ROI of more than 300% of the adidas initial investment. The real ROI …You can find it at hospitals!

Creative Execution
In a ONE-DAY ACTION we developed the biggest LIVE animation (at least the biggest we have seen) ever done in Spain…“ANIMAR” in Spanish means support!! …but “ANIMAR” also means create an animation…and that’s what we did!!! From an outdoor stand canvas, situated in one of the most emblematic plazas of Madrid, we start to fill a blank shirt with red. While people and celebrities were giving blood, painters suspended themselves to paint in the huge canvas, representing the blood being donated. On the microsite anyone could see the event broadcast in live streaming video and leave their comments and support. Only then did the people realise that a huge animation was being done. …Online and offline it turned out to be a really interactive experience; some giving their encouraging messages on our website and others giving more… their own blood.

Insights, Strategy & the Idea
Communicate the media and all supporters the Spanish national football team’s new T-shirt. We were trying to engage all the football supporters in general, but mainly young people who are those most interested in Spain’s national football team and in our brand. Show how a commercial brand can move people to do good and great things for the society in which they live.