NBA all-star Derrick Rose was in London for just one day, and we had 2 hours of his time to turn him into an adidas brand icon.
Our target audience was highly focused – kids on council estates whose lives and environment mirror the violent Chicago neighbourhood Derrick Rose himself grew up in.
Our challenge? These kids are often cynical and hostile to brands in their neighbourhood, and basketball is a minority sport in the UK. Outside a handful of hardcore fans, no-one here knows who Derrick Rose is.
Our objective? Engage hundreds of them with an authentic basketball inspired event.
The D Rose Jump Store gave an opportunity, and a role model, to a generation of kids more used to being demonised by the media and ignored by society.
The store was their chance to show themselves, and the world, how talented they might be at a game many had never played.
And by converting their rundown community centre, they got to do it on their own turf, in front of their own friends.
The event made D Rose and adidas the vehicle for change in these kids’ lives. A rare, and authentic position that few brands can claim.
Describe the creative solution to the brief/objective.
Our solution? The D Rose Jump Store. A pop-up-shop filled with hundreds of pairs of free basketball shoes placed on shelves 10ft high.
Our aim was to recruit over 500 kids by hitting the streets and telling them face-to-face about the event. This was direct marketing in its most distilled form – ultra-specific targeting, a simple single-minded call to action, and the initiation of a branded relationship.
We gave them each multiple business cards that they could share with their friends with a striking image of the store, a map of its location, the date of the event, and the #jumpwithdrose.
Three days after handing out approximately 200 business cards, kids started queuing 8 hours before the store even opened. And over 2,500 turned up to watch the action.
The online film of the event reached 370,000 views in the first 5 days, and was shared by 8% of those who watched it.
Our film was featured by all the key basketball websites including ‘Ballislife’ and ‘Hoopsfix.’
We achieved 4 million online impressions, and equivalent earned media value of £2million.
Kids in over 30 countries, from Australia to Zimbabwe, begged adidas to open a D Rose Jump Store where they lived.