| Title | UCL TROPHY HOME TOUR |
| Brand | ADIDAS |
| Product/Service | SPORTING GOODS MANUFACTURER |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
HEIMAT Berlin, GERMANY
|
|
Advertising Agency
|
HEIMAT Berlin, GERMANY
|
|
Media Agency
|
CARAT HAMBURG & CO MEDIA-SERVICE, GERMANY
|
|
Production Company
|
EASYDOESIT Berlin, GERMANY
|
Credits
| Myles Lord |
Heimat/Berlin |
CCO |
| Gün Aydemir |
Heimat/Berlin |
Creative Director |
| Kai Heuser |
Heimat/Berlin |
Creative Director |
| Corbinian Hennies |
Heimat/Berlin |
Copywriter |
| Jonas von Schwedes |
Heimat/Berlin |
Art Director |
| Flo Hoffmann |
Heimat/Berlin |
Account Director |
| Philip Bauch |
Heimat/Berlin |
Account Manager |
| Janine Gollub |
Heimat/Berlin |
Social Media |
Brief Explanation
adidas revolutionized the world of football in 2015. Under the claim “be the difference” they released two new shoes and sent all other legendary shoe lines into retirement. As one of the main sponsors of the Champions League, they had to do something big. So they changed the rules and brought the UCL Trophy not to some functionaries but to the real fans homes. The first time in history football really was coming home.
Results and Effectiveness
In total, the story gathered more than 1.8 million views and generated more than 49.3 million media contacts in the two week lead-up to the big game - ensuring that even without a team in the final, adidas dominated the conversation.
And made a few fans dreams come true along the way.
Creative Execution
We used the main channels of the football youth: Facebook and Instagram supported by wild postings through Berlin. Our secret weapon? Our assets posted the activation on their own social media channels for organic reach. And when the first film came out and our target group realized that we really bring the real trophy to their homes, they shared, linked their friends in the comments and made their own applications.
Insights, Strategy and the Idea
The UCL Trophy is the holy trophy of any die hard football fan. We decided to give them the unique opportunity to experience this trophy within their own homes once in their life.
We targeted the young football addicts and got rewarded by loads of Instagram-applications for the trophy tour. And shares of the films by our fans.