Title | ADIDAS BUS |
Brand | ADIDAS |
Product/Service | OOH |
Entrant Company
|
FITCH London, UNITED KINGDOM
|
Advertising Agency
|
FITCH London, UNITED KINGDOM
|
Credits
Ed Sullivan |
FITCH |
Design Director |
Phil Heys |
FITCH |
Creative Director |
James Pendergrast |
FITCH |
Designer |
Shaadee Alam |
FITCH |
3d Senior Designer |
Paul Chatelier |
FITCH |
Associate Design Director |
Andrew Stanger |
FITCH |
Senior Designer |
Julien Queyrane |
FITCH |
Associate Design Director |
Luke Gillard |
FITCH |
Designer |
The Campaign
To target Londoners around the launch of the adidas Battlepack boots, we created a two part promotional campaign for commuters.
Success of the Campaign
adidas has been the most talked about brand at the World Cup, beating competitors Nike to gain the most traction across all social media channels. The #allin or nothing campaign has taken Twitter, YouTube, Facebook, Instagram and Tumblr by storm.
An increase of nearly 5 million followers* across all platforms over the course of the tournament saw adidas fire ahead of competitors on social media. The social buzz translated into product demand. adidas sold 8 million replica national team strips and 14 million Brazuca balls, reaching their target of £1.6 billion for football equipment sales.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We launched the bus stop display and the route masters at the same time to build up excitement towards the World Cup.
Londoners waiting at bus stops would look at the purposely small writing on the display. As they draw closer to read what it says, a 'predator' is released.