| Title | EL LATIDO DEL CAMPO |
| Brand | ADIDAS |
| Product/Service | SAMBA PACK |
| Category |
A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
CHEIL SPAIN Madrid, SPAIN
|
|
Advertising Agency
|
CHEIL SPAIN Madrid, SPAIN
|
Credits
| Paulo Areas |
Cheil Iberia |
Executive Creative Director |
| Alvaro Rodriguez |
Cheil Iberia |
Creative Director |
| Ricardo De Santiago |
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 |
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, therefore, generating more sales.
Describe how the promotion developed from concept to implementation
So 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 turned the emotion into a special promotion, measuring fan´s heartbeats at the moment of the experience and the heartbeat rates were turned into real discounts on the boots. So the bigger the passion for football, the bigger the discount.
Describe the success of the promotion with both client and consumer including some quantifiable results
the promotion was launched in Spain and Portugal, increasing the sales on 300% in each store, and obtained more than 10.000 participants in both Facebook and twitter. Far beyond client expectations.
Explain why the method of promotion was most relevant to the product or service
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.