| Title | DIADORA DELIVERY |
| Brand | DIADORA SPORT |
| Product/Service | SHOES AND APPAREL |
| Category |
C01. Content |
|
Entrant
|
SMFB Oslo, NORWAY
|
|
Idea Creation
|
SMFB Oslo, NORWAY
|
|
Media Placement
|
SMFB ENGINE Oslo, NORWAY
|
|
Production
|
MEDIAMONKS Amsterdam, THE NETHERLANDS
|
|
Additional Company
|
SMFB FACTORY Oslo, NORWAY
|
Credits
| Eirik Stensrud |
SMFB AS |
Creative |
| Thomas Askim |
SMFB AS |
Creative |
| Kristian Kristiansen |
SMFB AS |
Account Director |
| Magnus Snickars |
SMFB AS |
Graphic Designer |
| Silje Hvideberg Tobiassen |
SMFB AS |
Account Manager |
| Hans Magne Ekre |
SMFB AS |
Creative |
| Alexander Gjersøe |
SMFB AS |
Creative |
| Arnar Haldorsson |
SMFB AS |
Motion Graphics |
| Joris Pol |
MediaMonks |
Executive Digital Producer |
| Ciaran Woods |
MediaMonks |
Sr. Digital Producer |
| Tom Rjipert |
MediaMonks Films |
Director |
| Gerben Molenaar |
MediaMonks Films |
Producer |
| Anthony Goodwin |
MediaMonks |
Art Director |
| Geert Eichhorn |
MediaMonks |
Creative |
| Kim Herlung |
SMFB Engine |
Digital Consultant |
| Cecilie Aurstad |
SMFB Engine |
Account Manager |
| Meri Sørgaard Hellman |
SMFB Engine |
Social Media Lead |
| Ben Myers |
SMFB AS |
Programmatic Planner |
| Stine Langehaug |
SMFB Factory |
Agency Director |
| Anne Karin Aanerud |
SMFB Factory |
Account Manager |
| Håvard Svennungsen |
SMFB Factory |
Full Stack Developer |
The Campaign
The campaign was executed in 3 phases: recruitment, live run, and relive the experience. The recruitment phase required screenings for 70 local runners, checking their availability and running ability before placing them in their best-suited position. The run itself took planning as we had to scout a safe 1500 km route.
The live run posed many challenges, as our route passed through a number of rural areas, Internet reception was weak at best. However, with a little foresight we were able to update the site in installments, including live video feeds, statistics, and social posts from the runners.
The relive phase is the final curation of the live run — the cherry of the campaign’s cake. Branding is prevalent and relevant, ensuring products are visible but implemented in such a way that they don’t spoil the experience. Users can follow the journey in a simple, craftful and intuitive way.
Creative Execution
A sneaker store in Barcelona was chosen because it was within running distance for the nine days’ time limit of the pre-order. Here the first person ordering the shoes, would get a really special delivery. In the first stage of the campaign we recruited runners through social media. Focusing on the areas where the run would take place. A mix of recruited local runners, employees and “hero runners”; from 9 different countries created the chain of runners bringing the box the 1500 kilometers across Europe.
The run was documented and shared Live through social media. Afterwards people could re-live the whole experience through a documentary and an interactive website. The run allowed Diadora to showcase their different products, involve the target group along the way and create unique content - all on behalf of one lucky customer ordering the new N9000.