A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company
TBWA\LONDON, UNITED KINGDOM
Advertising Agency
TBWA\LONDON, UNITED KINGDOM
Credits
Name
Company
Position
Steve Tidball
TBWA London
Creative Director
Nick Tidball
TBWA London
Creative Director
Walter Campbell
TBWA London
Director
Nick Gilberg
TBWA London
Editor
Chris Bosher
TBWA London
Strategy
Peter Souter
TBWA London
Chairman And Chief Creative Officer
David Barton
TBWA London
International Account Director
Natalie Spooner
TBWA London
Agency Producer
Petra Tiziani
Freelance
Producer
The Brief
The 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 urban icon for adidas.
Our target audience was highly focused – kids on council estates whose lives and environment mirrored the violent Chicago neighbourhood Derrick Rose grew up in.
A handful of these kids would be existing adidas basketball customers. But our brief was to help Derrick transcend the category.
Our strategy? Engage kids with an innovative, basketball inspired event, that would build a bridge between D Rose’s story and their own.
Describe how the promotion developed from concept to implementation
Our idea? Let kids discover how talented they might be at a game many had never played, and reward their effort.
We converted their run-down Hackney community centre into The D Rose Jump Store, where kids could jump for free shoes placed on 10ft high shelves.
As well as creating a deeply engaging experience, we wanted to use the activation as a launch pad for content dissemination, using the audience on the day to propel the idea out to the world.
We anticipated around 800 kids turning up.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
The D Rose Jump Store gave an opportunity, and 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 it did it with one addictively simple challenge – free basketball shoes if you can jump 10ft. If you could dunk, the shoes were yours.
The event made D Rose and adidas the vehicle for change in these kids’ lives. A rare, and authentic position few brands can claim.