Title | EQT SUPPORT 93/BERLIN |
Brand | ADIDAS AG |
Product/Service | ADIDAS EQT SUPPORT 93/BERLIN |
Category |
B10. Launch / Re-launch |
Entrant
|
ADIDAS Herzogenaurach, GERMANY
|
Idea Creation
|
ADIDAS Herzogenaurach, GERMANY
|
Idea Creation 2
|
JUNG VON MATT Hamburg, GERMANY
|
PR
|
ADIDAS Herzogenaurach, GERMANY
|
Production
|
ADIDAS Herzogenaurach, GERMANY
|
Additional Company
|
BERLINER VERKEHRSBETRIEBE (BVG), GERMANY
|
Credits
Till Jagla |
adidas AG |
Senior Director Product |
Maja Romeike |
adidas AG |
Senior Manager Product |
Markus Giering |
adidas AG |
Manager Public Relations |
Oliver Brüggen |
adidas AG |
Senior Director Public Relations |
Why is this work relevant for PR?
The campaign itself focused on only a limited number of channels and newsletters. Sometimes less is more. Keep it exclusive like the product - the adidas EQT Support 93/Berlin – that is the direction this campaign was to take.
Those few channels enjoyed extensive virality and a huge response from the target group: The story was told more than 1,300 times and it received more than 125 million clicks / views. The intended hype led to lines of consumers camped for in front of the two stores several days in advance just to get their pair of these exclusive shoes.
Background
A new limited edition of the iconic sneaker EQT Support 93 was to be created. It was important to link this shoe to Berlin since the city plays a special role in street culture and to the adidas Equipment campaign. The city and its people shaped and influenced both the brand and the concept. With this specific project, adidas wanted to thank all of the EQT sneakerheads in Berlin for their loyalty and passion.
This story was to be told exclusively on a few channels and then used to generate content on many other channels (earned media). Create a hype surrounding the new sneaker which should lead to extensive virality with a big reach.
Describe the creative idea
Berlin, a city full of contrasts, freethinkers, and originality, was the platform for a premiere: adidas Originals presented EQT Support 93/Berlin, together with the public transport company Berliner Verkehrsbetriebe (BVG). What’s special about the shoe is the pattern of the BVG seat covers that is featured on the TPU support element of the sneakers, making the model a collector's item right from the start. In addition, the limited-edition model featured an extended ticket for the BVG public transport network incorporated into its tongue. When worn, the EQT Support 93/Berlin shoes were valid from January 2016 through December 31st, 2018 as a ticket for all BVG means of transportation.
That concept was the heart of the communication throughout every content on social media, blogs and newsletters.
Describe the strategy
The campaign should reach sneakerheads and creators especially in and around Berlin. Only a few channels with a handful of content was planned to keep the content exclusive. It was all about: less is more. Social media platforms like Facebook, Instagram, Twitter were chosen to reach the target group. Newsletters were sent to selected and dedicated blogs to force an additional hype. The creativity of the recipients was set free as they came up with their own material and insights instead of simply repeating what the brand’s PR team posted.
Describe the execution
PR prepared the content for the social media channels Facebook, Instagram and Twitter. In addition, newsletters were sent to blogs and press releases were issued. Timing was of the essence: First content was published one week before the product launch and sale in Berlin. Daily content was published to create and push the hype.
List the results
Media Outputs: Only a few posts (25 on social media, a press release and some newsletters) triggered more than 1,300 contents within 8 days. Many people camped up to 3 days in front of the two stores to get a pair of the shoes. The edition was limited (500 pairs) - the demand was high and many people could not get one.
Target Audience Outcomes: In total, more than 125 million views / clicks throughout several channels were reached (value around 15 million €). Awareness raised.