| Title | DIADORA DELIVERY |
| Brand | DIADORA SPORT |
| Product/Service | SHOES AND APPAREL |
| Category |
E04. Response / Real-Time Activity |
|
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
Usually we ship our products the traditional way, but for the re-launch of the N9000 we wanted do to a different kind of delivery -by foot, running.
We partnered up with a sneaker store in Barcelona and the first customer pre-ordering the shoes unknowingly sat in motion a relay run across Europe. 70 recruited people ran 1500 kilometers for nine days, from the factory in Italy to the customer doorstep in Barcelona.
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.
1) Average increase of 96% across measured brand association parameters (TNS post/pre-test).
2) Intention to buy increased 43% across target markets (TNS post/pre-test).
3) Online sales increased by 47% during the campaign period.
We wanted to create a real and relevant launch of the N9000 that could prove what Diadora is all about. The campaign should be real and challenge the category. Our target audience was sport-loving people in Europe. It was an important task to engage this people in a way they felt relevant. We wanted to create a platform that allowed us to involve people directly in the campaign, and create content that we could use in different channels to spark conversation with people