Title	THE DELIVERY RACE
Brand	DIADORA SPORT
Product/Service	SHOES AND APPAREL
Category	C04. Response / Real-time Activity
Entrant	SMFB Oslo, NORWAY
Idea Creation	SMFB Oslo, NORWAY
Media Placement	SMFB ENGINE Oslo, NORWAY
Production	STANDART Oslo, NORWAY
Production 2	DIKTATOR TV Los Angeles, USA

Name	Company	Position
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
Miriam Eeg	Standart	Executive Producer
Tim Erem	Standart	Director
Linn Engen	Standart	Producer
Ian Blair	Diktator TV	Executive Producer

The Campaign

A unique delivery service for the people living in the Fairfax district in LA: For one day they could order Diadora shoes directly to their door step, if we didn't make it within 30 minutes they would get the shoes for free.

Creative Execution

This was a one-day event for people living in Fairfax Los Angeles. Our runners where followed by mobile camera crews that documented our runners race against time. The footage captured the runners action and our customers’ participation in the projects. From this we made different format films that showed highlights and was distributed through different online channels.

Results

Deliveries: 71 - orders 52 - made it in time 19 -people got the shoes for free Other results: - Beat the key media targets on reach (25M vs 23M) and video views (20M vs 17M) even before the campaign was finished (20% of the media budget is un-used in the moment of reporting) - YouTube Brand Awareness increased with 24% already after two weeks, out of a 2 months long campaign. - Our content is well received as we achieved 9% better video completion rate than the industry norms.

The Delivery Race is one-of-a-kind service where people in Fairfax, LA could order Diadora shoes and have them delivered by foot to their door step. If we didn't make the delivery in 30 minutes they would get the shoes for free. Doing so we let something ordinary as a shoe delivery become an extraordinary race against time. Engaging our customers directly in the process.

An important goal for the campaign was to reach a young and urban audience. We recruited seven runners to execute our deliveries. Among the runners where two key influencers with impact in the target group, Adriana Hoe from US and Rachel Taylor from Australia. We choose LA as the location city because of it renounce and credibility towards the target group. Then we teamed up with Bait, a street wear shop in downtown LA, as base for the delivery service.