| Title | LATIDO DEL CAMPO |
| Brand | ADIDAS |
| Product/Service | SAMBA PACK |
| Category |
C01. RETAIL |
|
Entrant Company
|
CHEIL SPAIN Madrid, SPAIN
|
|
Advertising Agency
|
CHEIL SPAIN Madrid, SPAIN
|
Credits
| Paulo Areas |
Cheil Iberia |
Executive Creative Director |
| Ricardo De Santiago |
Cheil Iberia |
Creative Director |
| Alvaro Rodriguez |
Cheil Iberia |
Creative Director |
| Isaac Maroto |
Cheil Iberia |
Creative Technologist |
| Jose Venditti |
Cheil Iberia |
Creative Technologist |
| Roberto Torres |
Cheil Iberia |
Technology Director |
| Gonzalo Silvela |
Cheil Iberia |
Production Designer |
Brief Explanation
Engage and estimulate consumer´s passion for football.
Giving the experience of stepping into a big match, we could make fans fell like real players for a second, and turn this passion into sales and news.
The Brief
Adidas was launching it´s new football boots collection, special made for those kids that dream of becoming real players one day, and asked the agency to create a in-store/social promotion based on football, that could generate an experience at the point of sale and keep the consumer engaged with the brand on social network afterwards.
How the final design was conceived
We created el Latido del Campo, an interactive experience and promotion created to the new Adidas Football Boots. With technology, it brought to the fan the experience of stepping into the field of a big stadium, just before a big match. The fan could feel the players adrenaline, the crowd screaming, the smell of the grass, the shaking walls of the stadium. The experience was so real that we measured fan´s heartbeats were measured and the heartbeat rates were turned into real discounts on the boots. So the bigger the passion for football, the bigger the discount.
Giving the experience of stepping into a big match, we could make fans fell like real players for a second, and turn this passion into sales and news.
Indication of how successful the outcome was in the market
The promotion was launched in Spain and Portugal, increasing the sales on 300% in each store, and obtained more than 10.000 of participants in store, and also a high participation on both Facebook and twitter. Far beyond client expectations.