| Title | UCL TROPHY HOME TOUR |
| Brand | ADIDAS |
| Product/Service | SPORTING GOODS MANUFACTURER |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
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 |
The Brief
The UCL Trophy is the holy trophy of any die hard football fan. However, the people who are the most enthusiastic about their clubs, the people who make up the core DNA of football usually don’t even get a glimpse of it. adidas is a fans brand. In order to prove this, we decided to give them the unique opportunity to experience this trophy within their own homes once in their life.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
2015 was the year of the UEFA Champions League final in Berlin. The whole world was talking about the most glamorous Award in club football. So the VIPs cued up to see the Trophy on fancy brand events. But sadly the real fans barely get a chance to see it. adidas set out to change this. So finally: “football’s coming home” for real. In a series of three online episodes we brought the real UEFA Champions League trophy directly into our fans real living rooms, and spread this experience throughout the web.