Title	THE ENERGY TAKEOVER
Brand	ADIDAS
Product/Service	ADIDAS ULTRA BOOST
Category	A07. Use of Events and Stunts
Entrant Company	UNITED STATE OF FANS/TBWA Amsterdam, THE NETHERLANDS
Advertising Agency	UNITED STATE OF FANS/TBWA Amsterdam, THE NETHERLANDS

Name	Company	Position
Ben Hartman	United State Of Fans\TBWA	Executive Creative Director
Geoff Coyle	United State Of Fans\TBWA	Managing Partner
Enric Soldevila	United State Of Fans\TBWA	Creative Director
Wawa Wang	United State of Fans\TBWA	Copywriter
Temar Biratu	United State Of Fans\TBWA	International Account Director
David Barton	United State of Fans\TBWA	Account Director
Robert Ruijgrok	United State Of Fans\TBWA	Account Executive
Mark van de Vis	United State Of Fans\TBWA	Designer

Brief Explanation

To mark the launch of the adidas Ultra Boost running shoe, we were asked to bring to life the concept of 'energy running' and to create a disruptive, exciting, unexpected experience for their target audience, Young Urban Runners. Ethnographic research showed us that YURs are extremely socially active and constantly searching for the new and unexpected. They run regularly and competitively, but want innovative experiences they can share with their social followers. We therefore knew we had to take a radical approach and develop a completely new urban running experience, far removed from what's already on the market.

Results and Effectiveness

Through the full support of adidas's social channels, the involvement of prominent & relevant Sports & Entertainment influencers, the partnership with key retail stores in each market as well as strong PR coverage through local & global titles, we reached an estimated 65m people across all 6 markets. Critically however, our laser focus on the core YUR audience ensured that this was where the event resonated greatest, with a response rate & engagement level within that audience 200% better than in any previous adidas Running event.

Creative Execution

To target the Young Urban Runner in their social environment, we used all of adidas's social channels as well as key adidas influencers to promote the event & drive sign-up. We also partnered with Vice magazine, which allowed us to go beyond vertical running audiences and reach a broader lifestyle audience. Teaser artwork placed in retail partner stores as well as in relevant urban environments, where we knew the YUR could be found, created further groundswell. The applicants who were most socially active & engaged were then rewarded with a place at the starting line.

Insights, Strategy and the Idea

adidas's Running audience are "Young Urban Runners". The city's their world. They're ‘first jobbers’ who run 2-3 times a week and run 2-4 events every year (mostly 10kms). Although not hardcore runners, they're competitive and like to share their experiences through social media. Shareability was therefore key and with this in mind, we created not just a unique running experience, but one that gave social media channels a central role in the promotion & application phase, where runners were engaged with via social channels, as well as post-event, where runners received unique, personalised race content to share with their followers.