| Title | DIADORA DELIVERY |
| Brand | DIADORA |
| Product/Service | DIADORA SHOES (N9000) |
| Category |
C03. Use of Social Platforms |
|
Entrant
|
SMFB ENGINE Oslo, NORWAY
|
|
Idea Creation
|
SMFB Oslo, NORWAY
|
|
Media Placement
|
SMFB ENGINE Oslo, NORWAY
|
|
Production
|
SMFB Oslo, NORWAY
|
|
Production 2
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Thomas Askim |
SMFB |
Creative |
| Eirik Stensrud |
SMFB |
Creative |
| Kim Herlung |
SMFB Engine |
Agency Director |
| Silje Tobiassen |
SMFB |
Account Manager |
| Kristian Kristiansen |
SMFB |
Agency Director |
| Cecilie Aurstad |
SMFB Engine |
Account Manager Media |
| Meri Sørgaard Hellman |
SMFB Engine |
Social Media Lead |
| Ben Myers |
SMFB Engine |
Programmatic Lead |
| Thor Matthisasson |
SMFB Engine |
Performance Lead |
| Anne Marte Stange Smebye |
SMFB Engine |
Social Media Manager |
| Mikal Johannes Murstad Strøm |
SMFB Engine |
Content Producer |
| Maria Riis Rasmussen |
SMFB Engine |
Social Media Manager |
| Christoffer Lorang Dahl |
SMFB |
Digital Director |
| Magnus Snickars |
SMFB |
Designer |
| Benjamin Rogers |
SMFB |
Designer |
| Arnar Haldorsson |
SMFB |
Editor |
| Stine Langehaug |
SMFB Factory |
Agency Direcor |
| Anne Karin Anerud |
SMFB Factory |
Account Manager Production |
| Håvard Sveinungsen |
SMFB Factory |
Full stack Developer |
| Rebecca Kvidal |
SMFB Factory |
Graphic & Digital Designer |
The Campaign
Creative Idea
Usually we ship our products the traditional way, 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 9 days, from the factory in Italy to the customers doorstep in Barcelona.
Creative Execution
Execution
As we built the campaign around an actual live event, the target group became highly involved throughout the entire campaign. Before, during and after. This resulted in large volumes of real content created with the target group, which again provided us with high relevance and flexibility to continuously renew and optimize the communication material across the media mix, based on learnings of context, target group, market and channels, in a far more dynamic fashion. Since the campaign kicked off before the production itself, the media plan was developed to include different scenarios. This gave the entire media plan an especially dynamic character, where no phase was fully planned in advance, but rather in constant change based on continuous learnings. Even with a global media budget, no media was booked more than a week ahead. This gave us an unprecedented possibilities to optimize the media effect on the go.
Results
In total, the campaign generated close to 400 million impressions across 250 million users that provided 40 million video views.
Please see confidential information for more over all campaign results.
Why relevant
This is a promotion for the re-launch of the iconic N9000 shoe. The core of the idea is to engage and activate people to take part in the event, and engage through digital platforms and social media. The response was massive. 70 volunteering runners in our target group ran 35 marathons in 9 days "live" over a globally distributed social/digital media campaign. Which had an ongoing dynamic media planning/buying stretching over 4 consecutive months in 6 different languages. The communication was delivered through a cost effective and tailored 13-channel digital ecosystem.
Insights, Strategy and the Idea
Strategy
It was important to engage sport-loving people in a relevant way. Creating a cost effective media mix that allowed us to involve people directly in the campaign across markets simultaneously and spark conversation with people.
Business goals: Increase the total sales of running shoes with 18 % in 2016, as well as a 50 % sale increase amongst women (up from 20-30 %).
Marketing goals: Revitalize the brand in key markets, such as Italy, France, USA, Germany, Spain, UK and the Netherlands. And to come across as a modern and relevant brand within the sports- and running segment.
Communication goals: Increase brand awareness within the target group (especially women), through credibility and relevance. No quantitative goals were set. Quality control through TNS pre- and post testing.
Media goals: Distribution and frequency (3+) in the key target group. Activate the target group in a genuine fashion, over a 4-month period.