| Title | DIADORA DELIVERY |
| Brand | DIADORA SPORT |
| Product/Service | SHOES AND APPAREL |
| Category |
A02. Durable Consumer Goods |
|
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 Halldorsson |
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 Hellman Sorgaard |
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, 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.
Campaign Success
A sneaker store in Barcelona was chosen because it was within running distance for the nine days time limit of the pre-order.
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 a long the way and create unique content - all on behalf of one lucky customer ordering the shoes.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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 and we recruited our 70 runners among over a thousand applications. The run was documented live on the go which made it possible for people to take part in the run in real time.
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 these 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.