| Title | NMD_LIVE |
| Brand | ADIDAS ORIGINALS |
| Product/Service | NMD_R1 |
| Category |
A02. Durable Consumer Goods |
|
Entrant
|
FRIENDS Moscow, RUSSIA
|
|
Idea Creation
|
FRIENDS Moscow, RUSSIA
|
|
Media Placement
|
FRIENDS Moscow, RUSSIA
|
|
Media Placement 2
|
BAKEHOUSE (VIDEOPRODUCTION) Moscow, RUSSIA
|
|
PR
|
KETCHUM MASLOV Moscow, RUSSIA
|
|
Production
|
BAKEHOUSE (VIDEOPRODUCTION) Moscow, RUSSIA
|
|
Additional Company
|
PLANETPICS Moscow, RUSSIA
|
Credits
| Alexander Zavatskiy |
Friends Moscow |
Creative Director |
| Michael Grigorovich |
Friends Moscow |
Senior Art Director |
| Nikita Shipov |
Friends Moscow |
Art Director |
| Petr Fomichev |
Friends Moscow |
Digital Producer |
| Katya Kovaleva |
Friends Moscow |
Producer |
| Julia Pushina |
Friends Moscow |
Account Director |
| Kirill Bondarenko |
adidas Originals |
Senior Brand Manager adidas Originals |
| Ekaterina Kharitonova |
adidas Originals |
Brand Communications Manager adidas Originals |
| Alexander Kalinin |
adidas Newsroom |
Social Strategy and Community Manager adidas Newsroom |
| Bulat Lambaev |
adidas Newsroom |
Digital Analyst adidas Newsroom |
| Natalia Belyaeva |
Ketchum Maslov |
Account Director |
| Alexandra Baranova |
Ketchum Maslov |
Account Manager |
| Alina Tsivileva |
Ketchum Maslov |
Senior Account Executive |
| Maria Klochihina |
Ketchum Maslov |
Account Executive |
| Konstantin Korobkin |
Bakehouse Production |
DOP |
| Alya Lugovaya |
Bakehouse Production |
Producer |
| Larisa Molokanova |
Bakehouse Production |
Associate producer |
| Konstantin Muximov |
Bakehouse Production |
Location scout |
| Anton Zhdanov |
Planetpics |
CEO |
| Anton Oleynik |
Planetpics |
Head of live broadcasts and video production department |
| Sergey Mamichev |
Planetpics |
Live broadcasts and video production department producer |
| Evgeny Terentiev |
Planetpics |
Broadcast Director |
| Anton Kochelaev |
Planetpics |
Broadcast Director |
| Alexander Avdeev |
Planetpics |
Engineer |
| Alexander Talyzin |
Planetpics |
Cameraman |
| Alexey Ilyin |
Planetpics |
Cameraman |
| Sergey Andreev |
Planetpics |
Cameraman |
The Campaign
The idea was to hide a pair of new adidas Originals NMD somewhere in Moscow city and stream it live on one condition: these sneakers are yours if you can find them. So, if you were lucky enough to recognise the place where the sneakers were standing and you was the first to come there – you got the sneakers for free even before its release.
Campaign Success
We hid a pair of adidas Originals NMD sneakers somewhere in Moscow and streamed it live on adidas Originals pages in social networks & on adidas website. In shot there were: a pair of sneakers, the place where they were standing and the following text "these NMD are yours if you can find them". As soon as one pair was found the next pair in the next spot appeared in a livestream. There were 82 pairs in 82 places and 82 winners who got free sneakers. Pair after pair. Place after place. The livestream was going non-stop for 10 days and ended at 00:00 on August, 17 – the date of the release of the new collection of adidas Originals NMD sneakers.
Describe the success of the promotion with both client and consumer including some quantifiable results
If there’s such a metric as madness, then we got one. And one city, for 10 days. Though the overall number of views is 500 000, the engagement of the audience was enormous. Average view duration was 5 minutes. We got 40 000 comments only under adidas Originals own posts with livestream on adidas Originals own pages in social networks. We had local memes in comments and top commenters were some kind of celebrities for others. We also had tails after our crew cars. And a lot of not sleeping people who were watching how sneakers were standing.
Explain why the method of promotion was most relevant to the product or service
Do you know anyone who would leave an omelette being cooked on a stove and run out of the flat because of some piece of advertising he just has seen? What the guy saw was a livestream of a pair of sneakers just standing somewhere, he run out of the flat because of the text overlapping the video “these sneakers are yours if you can find them”. He found the sneakers and got them. And even was back at home before it started burning. This particular case describes the level of participation in the project.
The strategy was to make people look at new collection of adidas Originals NMD sneakers via engaging them into simple promo mechanic. Actually we didn’t make them look at the product, we made them watch the product.