THE BIG ADIDAS BILLBOARD SHOOT-OUT
| Title | THE BIG ADIDAS BILLBOARD SHOOT-OUT |
| Brand | ADIDAS |
| Product/Service | SPORTING GOODS MANUFACTURER |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
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Entrant Company
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HEIMAT Berlin, GERMANY
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Advertising Agency
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HEIMAT Berlin, GERMANY
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Media Agency
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CARAT HAMBURG & CO MEDIA-SERVICE, GERMANY
|
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Production Company
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CROMATICS Dresden, 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 |
|
IRIS Worldwide/London |
Graphic Designer |
The Brief
In 2015 adidas released their new shoes: X and ACE. Shoes that are more powerful and precise than any other shoes on the market. But before releasing them in stores, they gave the shoes to their fans. And what might be a better way to test the power and precision of a shoe than shooting down a wall?
Campaign Success
adidas installed a giant 600m2 blow-up in the center of the city, covered it with 5,3 tons of plaster and invited their fans to test their new shoes by shooting balls at the wall. Every shot made a difference breaking down the plaster bit by bit and slowly exposing the motif behind.
Describe the success of the promotion with both client and consumer including some quantifiable results
After 5, 5 hours and over 25 000 shots later - the billboard was revealed - seeding the new adidas football campaign motto: #bethedifference. Over 900 000 people saw the blow-up in Berlin, with the action gathering more than 2 million media contacts.
Explain why the method of promotion was most relevant to the product or service
Due to the spectacular nature of the highly engaging event, news of the big shoot-out quickly spread via the social media platforms, causing its reach to skyrocket organically. Without any paid brand posts, the social hype of the big shoot-out generated branded content not only on our page, but all across the internet.