Best Integrated Marketing campaign Take the stage
BEST INTERGRATED MARKETING CAMPAIGN TAKE THE STAGE
1 Best Integrated Marketing campaign OBJECTIVES Take the stage
OBJECTIVE 1. OBJECTIVE 3. RAISE AWARENESS OF ADIDAS SPONSORSHIP OF THE PRESENT TEAM GB IN AN LONDON 2012 OLYMPIC AND PARALYMPIC GAMES UNEXPECTED AND EXCITING MANNER
OBJECTIVE 2. OBJECTIVE 4. ENGAGE AND EXCITE THE BECOME THE MOST TALKED ABOUT 14-19 YEAR OLD AUDIENCE SPORTS BRAND IN 2012
2 3 Best Integrated Marketing campaign KEY BRAND RESULTS ACHIEVED KEY COMMERCIAL RESULTS ACHIEVED Take the stage
YOUGOV BUZZ SCORE INCREASED % ADIDAS TURNED TEAM GB INTO THE RECORD-BREAKING BIGGEST SELLING LICENSED STORE SALES
ASSET OF ANY SPORTS achieved more sales in adidas oxford street store in 44of 16 - 24 year olds aware of adidas sponsorship 1 week than any other adidas store ANYWHERE, ever achieved 44% of sponsorship awareness ➔16.5 by the end of the games vs nike 16% 4.2 The Take the stage campaign contributed ACHIEVED LEADERSHIP significantly to achieving Another record sales year for adidas UK. 45 ADIDAS NIKE % BETWEEN 26TH JULY - 13TH AUGUST 40 44 IN THE UK SPORTING 35 30 Total adidas sales growth 25 NIKE 7.6 ➔ 9.6 GOODS INDUSTRY FOR % 20 YEAR ON YEAR 15 % 13 10 16 5 a net balance of whether people have heard FOOTWEAR AND APPAREL 0 MAR - 12 APR - 12 MAY - 12 JUN - 12 JUL - 12 AUG - 12 positive or negative things about the brand % Mkt share growth (excluding event & ACCESSORIES branded) (source nielsen aug 2012) SOURCE: YOUGOV BRAND INDEX (source yougov) 2
4 5 Best Integrated Marketing campaign KEY ADVERTISING RESULTS ACHIEVED KEY DIGITAL RESULTS ACHIEVED Take the stage
WINNER OF VOTED THINKBOX AWARD % Advertiser of JUL - AUG 2012 32 MILLION + 32% SHARE OF VOICE ON TWITTER, WHO USED ADIDAS AS 8ACHIEVED OVER 8 MILLION CUMULATIVE VIEWS OF LONDON 2012 TV ADVERT WON THE THINKBOX AWARD FOR JULY AND AUGUST the year 2012 A CASE STUDY ON “HOW TO BEST ACTIVATE A LIVE EVENT”. #TAKETHESTAGE CONTENT ON YOUTUBE INCREASED FOLLOWERS’ NUMBERS BY 25%. CREATED THE ONE OF TOP 10 FIRST EVER TWITTER GLOBAL RELAY AS WELL AS 4 ORGANIC BY CAMPAIGN TRENDS DURING GAMES TIMES. youth MARKETING social media MAGAZINE CAMPAIGNS OF 2012 gold the most-talked-about BRAND during the Games VOTED ONE OF THE TEN greatest youth marketing campaigns of WINNER OF THE GORKANA SOCIAL MEDIA GOLD AWARD 2012 BY THE BEANS GROUP
6 7 Best Integrated Marketing campaign KEY PR and SPORTS MARKETING RESULTS ACHIEVED KEY retail RESULTS ACHIEVED Take the stage
HIGHEST SPONSOR ARTICLES 175,000 BIGGEST , + PIECES OF KIT, WORN BY 1 000 WITH OVER TEAM GB RETAIL BRANDED PARA GB PREMIUM 2,000 ARTICLES 900 ATHLETES WINDOWS GENERATED THE HIGHEST AMOUNT OF ARTICLES AMONGST DESIGNED, MANUFACTURED AND SUPPLIED KIT FOR 160,000 LOCAL SPONSORS AHEAD OF BT, BMW, BRITISH AIRWAYS GAMES MAKER AND TORCH RELAY RUNNERS. THE BIGGEST CAMPAIGN INSTALLED 1,000+ PREMIUM WINDOWS IN THE UK DURING AND BP (RANKED 3RD GLOBALLY BEHIND MCDONALDS AND KIT PROVISION IN UK PEACETIME HISTORY THE CAMPAIGN, MAKING IT THE BIGGEST EVER TRADE COCA COLA) MARKETING CAMPAIGN IN THE UK SPORTS INDUSTRY (HARRODS’ 16 WINDOWS NOMINATED FOR BEST MARKETING EVER DESIGN AWARD 2012 - HAYMARKET)
8 9 Best Integrated Marketing campaign TESTIMONIAL & AWARDS KEY INDUSTRY PRESS Take the stage
Marketing week announces “According to YouGov’s BrandIndex, Adidas trumpets results of Olympics Twitter activity the sports brand’s Buzz score – a net adidas as clear winner among balance of whether people have heard which allows us to have a constant positive or negative things about the The sportswear giant, which was a dialogue with both the next generation official sponsors of London 2012 brand – increased from 4.2 on 26th July, tier-one domestic sponsor, now has athletes, and fans of the brand”. the day before the opening ceremony, 117,973 followers for its Adidas UK to 16.5 yesterday (13th August).” account, compared to Nike UK’s 14,578. “It was important to communicate with them [athletes] via the channels that Adidas started four non-paid for they use.” adidas has emerged as the clear Its Index score – a measure of an trends during the Olympics, including winner among official sponsors of average of how customers rate the #takethebaton during the Opening He said: “We wanted to ensure that the London 2012 Olympic Games with brand in terms of impression, quality, Ceremony. our #takethestage and #stagetaken its sponsorship of Team GB leading to value, reputation, satisfaction and hashtags became social currency and a spike in positive sentiment about the whether they would recommend it – Nick Craggs, UK marketing director we are delighted with the results we sports brand. also increased to 26.1 from 24.9 on the eve of the games. at Adidas told Marketing that Twitter have delivered.” was an “important platform,
10 11 Best Integrated Marketing campaign TESTIMONIAL & AWARDS Advertiser of the Year: Adidas Take the stage
Enlisting a world-renowned British fashion The tone of the brand’s biggest-ever campaign, Gold medalists, including Bradley Wiggins, designer to create the Team GB kit was one of "take the stage", The first stage of the TV Ennis and Sir Chris Hoy, were depicted by the brand’s first coups; Stella McCartney’s work, by Sid Lee, kicked off in April with a acclaimed illustrators such as Noma Bar, 2012 was all about the Olympics, and among the involvement helped propel PR before the lighthearted spot that put Victoria Pendleton, Ian Wright and Tavis Coburn. Games. The "take the stage" campaign, which Louis Smith and Tom Daley in the unlikely sponsors there could only be one winner as the went way beyond the ubiquitous athlete- company of the TV comedian Keith Lemon. This Adidas invested in London 2012 with a sports brand’s activity repeatedly struck gold studded billboards and TV spots, kept the was followed by more dramatically intense sponsorship that was so far-reaching it momentum going throughout. work, also by Sid Lee, fronted by Olympics transcended the brand’s own marketing stars including Jessica Ennis, and supported and achieved incredible results. The brand’s “Adidas became part of history this summer. Britain’s most successful There was also an Adidas photo booth where by a dedicated hashtag, #takethestage, Oxford Street store had more sales in Olympic athletes in 104 years had Adidas written all over them as the off-duty athletes and the general public a website and a torrent of digital outpourings one week during the Games than any other German sportswear company’s logo became part of the iconography of could strike a pose dressed in the brand’s swamping Facebook and Twitter. Adidas store ever. In terms of its marketing the London 2012 Games.” gear, providing sought-after content for an performance throughout one of the biggest, Olympic-obsessed media. In a clever twist, But Adidas’ creativity peaked with its most-successful sporting events this country the brand got David Beckham to walk in on beautifully illustrated Metro coverwraps. The has ever seen, the stage was taken by one “The brand, a tier-one sponsor that paid £100 million for the privilege, unsuspecting members of the public in the 17 covers, by Sid Lee and The Church of London, brand. was the most-talked-about during the Games. And it achieved this with booth, with the footage of the surprise were a series of original portraits of Team Adidas can take a bow. the broadest, most-hard-working marketing of the event.” encounters achieving 3.2 million views on GB athletes. Each illustration showcased a YouTube. different artistic style while referencing the personal journey of each athlete.
12 13 Best Integrated Marketing campaign TESTIMONIAL & AWARDS Twitter best practice case study Take the stage
Twitter used adidas as a case study on how to Gorkana Group: “Social Olympics” Closing Ceremony, with Sir Chris Hoy’s activate live events for the London 2012 activation GOLD Winners tweet being retweeted by thousands of fans. Adidas stormed to the top of the “Twitter brings people closer to “The adidas team understood the Olympic and Paralympic sponsors’ global significance of this event rankings list on the back of its the things they care about, and and that the reaL-time conversation success of #TakeTheStage campaign. @CHRIS HOY : for many this summer that was would be happening on Twitter so they created unique content for the Achieving a 32% share of voice among WHAT A WAY TO END the Olympics.” platform that brought value to users. the top four sponsors, adidas proved THE GAMES - SINGING The result was organic activity and dominant across the period of the a Promoted Trend campaign with high Olympics and Paralympics Games, with QUEEN WITH TEAM GB! engagement rates that drove direct tweeters and athletes embracing its message of #TakeTheStage #STAGETAKEN value to the business.” @ADIDASUK It was the #StageTaken hashtag that saw adidas record a massive spike in coverage on the day of the Olympics
14 15 great britain #takethestage
LONDON IS THE STAGE WHERE GREATNESS IS MADE… …IT’S THEIR TURN TO TAKE THE STAGE.
SPRING …AND YOU’RE UP NEXT. SUMmer FIRST PART OF CAMPAIGN FOCUSED ON INSPIRING YOUTH SECOND PART OF CAMPAIGN FOCUSED ON CELEBRATING TEAM GB Take the stage | Part 1 Take the stage | Part 2
March APril May June July August September
The launch of albert Take the stage spring advert Wristband activation Kitting Out Take the stage summer DB Photobooth Metro Wraps Don’T stop me now Paralympics advert
TAKE THE
Team GB Kit launch Project 32 pedals Photobooth Digital Change-up TAKE THE STAGE OUTDOOR #onlywayisennis #stagetaken Paralympic t-shirt CAMPAIGN WIN OPENING CEREMONY TICKETS POP YOUR TEAM GB SWEATBANDS ON AND SHOW US YOUR CYCLING MOVES TWEET US YOUR PIC TODAY@ADIDASUK
#TAKETHESTAGE
The Lemon Factor
ADIDASUNDERGROUND Best Integrated Marketing campaign Take the stage March The launch of albert
We kicked off by inviting consumers to directly engage with the games, by naming the official MATCHBALL FOR LONDON 2012
–– results based on strength of idea Unique Entries 12,000 –– only advertised through owned channels –– engaged through digital and social media Total circulation 351,430,513 –– organic reach –– Launch at city of coventry stadium Pieces of coverage 56 –– Ball presented to competition winner by MUFC’s Tom Cleverley
20 Best Integrated Marketing campaign Take the stage March Team GB Kit Launch - NationAL awareness
BEFORE launching the new Team GB kit in an unexpected, game-changing fashion
–– MULTIMEDIA launch to uk press FRONT PAGE ARTICLES ACROSS NATIONAL PRINT –– KICK STARTED unprecedented GLOBAL 7 coverage AND INTEREST in kit design Total circulation –– digitally engaged with a Live Stella 3,208,564,265 McCartney twitter Q&A Pieces of coverage –– seeded digital content and 440 Broadcast live on radio 5 107 MILLION audience reach 500,000+ views of the official launch vide0 THE EVENT ALSO LAUNCHED #takethestage
22 the digital anchor for our olympic campaign WE created the biggest pre-Games buzz in National Media
24 Best Integrated Marketing campaign Take the stage March The ‘Lemon’ Factor
The unimitable, untamable Keith Lemon helped us show Team GB in a new light
–– Team GB as you’ve never seen THEM before Pieces of coverage –– key comedy personality 39
–– fun, original content made sharEable via Youtube views digital and social media 416,718 –– Got young people talking about London 2012 176,394 Team GB Cyclists 85,360 Kevin pietersen / Victoria Pendelton 75,639 Andy Murray 51,023 Tom Daley 32 39,599 The Brownlee’s 34,491 Wretch 32
26 Best Integrated Marketing campaign Take the stage A LONDON INSIGHT PROVIDED APRIL Project 32 - Invite London THE MEDIA STRATEGY FOR LONDON
–– THERE ARE 32 BOROUGHS ONE KEY YOUTH INSIGHT DROVE OUR CAMPAIGN MESSAGE AND IN LONDON, 20 ON THE ENFIELD STRATEGY... THEY ALL WANT RECOGNITION OUTSIDE AND 12 ON THE INSIDE... 20:12 BARNET
HARROW –– THE Brand needed to inspire a –– THE BRAND SET OUT TO HARINGLEY WALTHAM REDBRIDGE FOREST youth audience in London WHO WERE FIND 1 TALENTED KID PER HILLINGDON HAVERING HACKNEY BRENT CAMDEN INTERESTED IN STREET, SPORT AND BOROUGH TO SHINE A ISLINGTON BARKING & DAGENHAM NEWHAM STYLE LIGHT ON YOUTH TALENT TOWER “This city is the stage where greatness is HAMLETS EALING CITY ACROSS SPORT, STREET WESTMINSTER –– OUR Research LET US HEAR THAT ONE made. You can go from the top deck straight HAMMERSMITH AND STYLE KENSINGTON SOUTHWARK THING UNITED THEM... THEY ALL WANT to the top of the charts. A high street honey GREENWICH recognition –– PROJECT 32 WAS BORN HOUNSLOW can become the height of fashion. YouTube LAMBETH BEXLEY WANDSWORTH sensations turn into primetime stars. Even a RICHMOND LEWISHAM –– AND WITH THE ADVENT OF DIGITAL 12 MEDIA, TEENAGERS TODAY ARE ABLE TO hoop hustler can get a million fans. Wherever we go, the paps are never far behind and MERTON ACHIEVE RECOGNITION FASTER THAN KINSTON EVER BEFORE whatever we do, we’ll have an audience. This UPON THAMES is the stage where greatness is made... BROMLEY –– WE NEEDED TO SHOW THEM THAT THE SUTTON CROYDON Inner boroughs OLYMPICS WASN’T JUST A SPORTING ...and you’re up next.” STAGE, LONDON 2012 WAS THEIR STAGE Outer boroughs
28 Best Integrated Marketing campaign Take the stage APRIL Project 32 - Invite London ALIZE AMY ANDRE ZOOM BROOKE CHRISTIAN CURTIS ELLA EMMA
- CREATIVE - - ILLUSTRATOR - - STYLIST - - SWIMMER - - WATER POLO - - FENCER - - WRITER - - HEPTATHLETE -
watch her take the stage watch her take the stage watch him take the stage watch her take the stage watch him take the stage watch him take the stage watch her take the stage watch her take the stage WE DEFINED OUR ROLE AS THE ENABLING BRAND adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012
–– WE WANTED TO SHOW THAT THE ADIDAS BRAND HAS A ROLE TO PLAY BEYOND ADVERTISING EMMILY GENESIS GLENN JACK JACK JACK JAMIE JERMAINE
- TRIPLE JUMPER - DANCER - BOXER - - - - RUNNER - - FOOTBALLER - - RACER - - DANCER - - PHOTOGRAPHER - –– ADIDAS CAN PROVIDE OPPORTUNITIES FOR RECOGNITION TO BE ACHIEVED 1. PRODUCED AN OUTDOOR POSTER FOR EACH P32 AND
watch her take the stage watch her take the stage watch him take the stage watch him take the stage watch him take the stage watch him take the stage watch him take the stage watch him take the stage INSTALLEDadidas.com/all2012 THEM IN THEadidas.com/all2012 BOROUGH THEYadidas.com/all2012 REPRESENTadidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 –– WE CAN PROVIDE STAGES TO PERFORM ON AND EXPERIENCES TO REMEMBER ACROSS SPORT, STREET AND STYLE JIVENDRA JULIANNE KENDALL MAX MALITA MICHAELA MONIQUE SADIQ
- RUNNER - - JUDO - - SINGER - - TENNIS - - WEIGHTLIFTER - TO PROVE THE POINT, - FOOTBALLER - - BASKETBALL - - CRICKET -
watch him take the stage watch her take the stage watch her take the stage watch him take the stage watch her take the stage watch her take the stage watch her take the stage watch him take the stage WE DID 3 THINGS FOR THE P32 KIDS: adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012
30 SAM JONATHAN STEPHANIE TEDDY TOM TOMMY VICKY YANG FANG
- DESIGNER - - URBAN POET - - CHESS PLAYER - - SKATER - - BMX - - RUGBY - - DRUMMER - - DANCER -
watch him take the stage watch him take the stage watch her take the stage watch him take the stage watch him take the stage watch him take the stage watch her take the stage watch him take the stage adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 adidas.com/all2012 Best Integrated Marketing campaign Take the stage APRIL Project 32 - Invite London 2. CREATED AND FILMED A MONEY can’t buy ‘reward’ for each of them relevant to their interest. The films were posted on adidas.com and youtube
32 33 APRIL Project 32 - Invite London
Melita travels to THE USA FOR Jermaine trains with TRAINING SESSIONS WITH TOP US COACHES World champion Phillips Idowu.
Tommy meets for a master class with Cassell Christian collaborates on a huge scale with Michaela travels to Miami to train with two of The Beatmaker. celebrated artist Jimi Crayon. the world's best adidas pro tennis coaches
34 Best Integrated Marketing campaign Take the stage APRIL Take the stage | Spring - INSPIRE YOUTH 3. FINALLY, WE PLACED SOME OF THEM CENTRE STAGE...
This city is the stage where greatness is Youtube Views made...and you’re up next. 1 Million + –– Viewers taken on journey of London Sharing Actions –– Showcase of talent 25,770 –– Youth inspired to achieve celebrity their way 2,727,272 Video on demand Views 237,000 click driving traffic to adidas
Jack’s once in a lifetime exePrIence was to travel to Anfield to run a coaching session at LFC Academy and then get to meet one of this generations legends, Steven Gerrard.
36 Best Integrated Marketing campaign Take the stage
7TH APR - 28TH APR Worked with ITV to Broadcast on TV Launch on national TV at exactly 20:12 GMT on TH TH advert 60 second 7 APR - 5 MAY Broadcast in Pubs APRIL 7Th 14TH APR - 4TH MAY Broadcast on TV 13TH APR - 26TH MAY action to call / 30 second ad VERT 60 second broadcast in cinemas 20.12
39 Best Integrated Marketing campaign Take the stage APRIL 30 Second Spots
Three ‘CALL TO ACTIONS’ inspired the next generation of Young british talent to PARTICIPATE AND take the stage...
–– ACTIVATIONs LINKED BACK TO ASSETS IN THE ‘TAKE THE STAGE ’60 SECOND AD
–– ALL 3 CTA TELEVISED DRIVING TRAFFIC TO THE ADIDAS WEBSITE
SPORT STREET STYLE
D.Rose challenged Britain’s best ballers to win the chance Wretch 32 gave those with heart and passion the chance to David Beckham offered photographers who could capture to shoot a round with Him. open up for him on tour. what no-one else can see to join him on set.
40 41 Best Integrated Marketing campaign Take the stage APRIL The Activation Hub - CONVERT AND RETAIN
...and We gave them opportunity to showcase their news adidas activation hub events talent on the adidas activation hub
–– Multiple rewards across views of the TV ad video content sport,street and style categories 500,000 with different entry mechanics –– Voting mechanics employed to 500+ unique users of facebook app ensure consumers shared with their ‘fan base’ entries on .com competitions challenges trophy room –– We rewarded the best with money 7,500 can’t buy experiences reach across the fACEBOOK NETWORK –– Year long activity 250,000
42 43 Best Integrated Marketing campaign Take the stage APRIL The Activation Hub - YEAR LONG ACTIVITY
Our winner went to Last week, Tobi our Kerry was our winner Brendan is currently the SOLA awards and TTS winner got the and was invited into in Chicago having the presented an award opportunity to go the studio to work on time of his life with at the O2 with Eddie in the studio and a track with Maxsta. D Rose, hanging out this week. write and produce ‘backstage’ with the with Wretch and the Chicago Bulls. ‘renowned team’.
Michael was our Andrew was our Toni was selected as Dylan was our winner winner and worked winner and went on the winner and was and featured in a video in the studio with an all expenses paid given opportunity to with the Flawless Example. VIP trip with Chelsea interviewed Devlin at boys. FC, when they faced the adidas Originals Juventus in the UEFA HQ in Covent Garden. Champions League.
44 45 Best Integrated Marketing campaign Take the stage
With the Youth of GB successfully inspired to TAKE THE STAGE, adidas matured the campaign from a call to action to a rallying cry to Great Britain...
47 Best Integrated Marketing campaign Take the stage APRIL Wristband Activation
WE encouraged fans to go all in for team GB, by wearing the team Wristbands with pride
–– voucher initiative with the Sun Pieces sold newspaper encouraged purchase 1 MILLION + –– Collaboration with JD sports
–– Launched in-store on June 1
–– Promoted via adidas EIM, the Sun, TV and trade marketing
–– engaged twitter followers by TAKE THE TAKE THE inviting them to POST PHOTOS bar –– And rewarded competition winners pedals with ‘gold dust’ Games Opening tickets WIN OPENING CEREMONY TICKETS WIN OPENING CEREMONY TICKETS SWEATBANDS ON AND STRIKE A WEIGHTLIFTING POSE POP YOUR TEAM GB SWEATBANDS ON AND SHOW US YOUR CYCLING MOVES TWEET US YOUR PIC TODAY@ADIDASUK TWEET US YOUR PIC TODAY@ADIDASUK
#TAKETHESTAGE #TAKETHESTAGE
48 49 Best Integrated Marketing campaign Take the stage JUNE Kitting out & Photo booth ...then undertook the largest kitting out IN HISTORY
–– B iggest ever investment in the Team of press coverage Kitting Out 6 WEEKS –– Included all athletes in the experience, and enabled them to unique visitors to adidas.com have fun together 187,000 –– captured exclusive BTS content, sports kits handed out to the and used it to engage and connect 175,000 members of the British squad with excited consumers
–– photobooth images distributed Team Gb / PARA GB Athletes through the media 900 –– 26 sets of pictures in Metro between 19th June and 27th July Footwear innovations - 4 featured on the cover 26
–– Images of Zara Phillips, Jessica volunteers Ennis and David Cameron 70,000
50 53 March TO August RETAIL CAMPAIGN AMPLIFIED IN TRADE
MEANWHILE WE WERE executing the single biggest retail activation in the UK by a sports brand
First time a single brand campaign has been activated across every adidas distribution channel 1,021 198 premium instore branded included giant billboards, the window installs Harrods takeover, and high-impact spaces concept windows nationally
Nominated for Media Design Award 2012
54 55 March TO August RETAIL CAMPAIGN AMPLIFIED IN TRADE
HIGHEST STORE HIGHEST PEAK DAILY TURNOVER TAKINGS for 7 CONSECUTIVE days At the height of the games At one point Oxford Street store wAS taking €9,000 our Stratford store took more money each day every six minutes. thaN it normally TOOK in a week. GLOBAL SALES OVER 100,000 RECORDS SMASHED UNITS SOLD Our Oxford street store broke the global Sales record We sold over 100,000 units of stock in 3 weeks. for sales taken in any single week.
56 57 harrods Windows nominated for media design award 2012 harrods Windows nominated for media design award 2012 harrods Windows nominated for media design award 2012 Best Integrated Marketing campaign Take the stage July Out of Home
re-enforcing the message of the spring campaign, The ‘Take the Stage’ tagline was 1,500 6 sheets bought to prominence again in July 200 Buses 100 Gold Buses
10 Mega portraits We personalised each message to reveal the mindset of our olympians, of all outdoor advertising in london as they prepared for the biggest competition of their lives 10% owned during the olympics 66 67 Westfield olympic park
Shefield
spectacular billboards WERE installed in key locations across the uk Cardiff Best Integrated Marketing campaign Take the stage July take the stage summer advert 5 ADVERTS Broadcast in 3 Phases
60 sec GB TAKE THE STAGE ST TH 30 sec INDIVIDUAL ADS WITH TOM, JESS, LOUIS AND PHILLIPS 1 JUL - 26 JUL 60 sec GB TAKE THE STAGE
7 MILLION video on demand Admissions Bought 6 Million ( Cinema ) of all 16 - 34 year olds will see 80% the TV advert 4 times
70 July take the stage summer advert
With the LAUNCH OF THE TAKE THE STAGE Summer advert, adidas lead the charge to create a nation of Team GB super fans
–– Launch of second part of the Take the Stage advertising campaign amplified the continuing excitement about the Olympics
–– Consisting of one group Team GB ad
–– and four ads focusing on individual athletes
–– adidas increased its reach by launching on 1st July in the first ad break after the euro championship final
–– All work was sign posted to #takethestage
72 73 Best Integrated Marketing campaign Athlete Manifestos Take the stage
Phillips idowu JESSICA ENNIS THE RUNNER-UP IS OUT FOR REVENGE. QUEEN OF THE HEPTATHLON. HE’S GOT HIS LUCKY PINK BOXERS ON. AS EXPLOSIVE AS A FIREWORKS BUT HE’S NOT LEAVING IT TO CHANCE. FACTORY. THREE FRACTURES ALMOST HE’S PUT THE SILVER IN THE ATTIC BROKE HER. BUT IN SHEFFIELD THEY’RE BECAUSE HE’S COMING FOR GOLD. MADE OF STEEL SO, HERE’S TO HER COMEBACK NOW FOR HER CORONATION.
74 75 Athlete Manifestos
TOM DALEY LOUIS SMITH He was the housewives heartthrob the underdog that creates upsets. The apple of the Daley’s Angels With THE looks to take your eyes. But he ’s not that 14 year old daughter’s heart. And the boy anymore. He’s a man out to do “Triple Russian” to take a medal. some damage. Pressure doesn’t break him. So go on Tom, do him proud. PRESSURE IS WHAT makes him.
76 77 July take the stage summer advert
Take the water. prayers and the nights and the cold sweat wondering why you ever signed up for this. Take the track and the field. GREAT. this Take the risk of losing your pride and a chance of winning it Take the fan mail. BRITAIN. time will back again. Take the online marriage Take the once in a lifetime never to be missed opportunity. TAKE. never come proposals and tabloid hysteria. Take the glory. Take the upset. THE. again. Take the pain. Take the odds-defying win against the favorites at their own game. Take the love. STAGE. Take the knocks, the blows. The heartbreak and disappointment. The life change and second chance. Take the backlash, the criticism and be written off by people who think you’rE just a kid. Take the hopes of a Nation, the weight of 60 million silent
78 Best Integrated Marketing campaign Take the stage July Westfield Photo booth Activation a cuLmINation of THE PHOTOBOOTH IDEA gained global notoriety when David Beckham surprised 60 Olympic fans
–– Amusing, exciting and heart- warming Youtube views Reactions were captured 3.2 MILLION –– huge INFLUX of TRAFFIC to adidas Shares DIGITAL chaNnels 32,000 –– extensive COVERAGE IN UK PRESS and PRint TITLES 6,000 Mentions for #takethestage –– FEATURED ON NATIONAL TV NEWS coverage
–– activated in the UK but WENT VIRAL globalLY
80 Best Integrated Marketing campaign Take the stage July #Takethebaton a fan-inspired tweet idea led to adidas’ opening ceremony celebration #takethebaton
–– kick started a global phenomenon st ever Twitter relay –– Fun way to engage users 1
–– users tweeted in high volume unique #takethebaton mentions –– causing it to trend organically on 1,793 Twitter
–– Drove traffic back to adidas UK’s #takethestage marketing activity
82 83
Best Integrated Marketing campaign Take the stage July Metro Cover wraps INSIDE YOUR REGULAR METRO, P ACKED WITH NEWS SP ORT & FEATU RES OUR TEAM GB interviews unearthed insights that bradleywiggins#takethestage DAY 2 SERIES #2 OF 17 inspired unique images and manifestos TAKE THE
–– Showed Team GB in an –– commissioned upcoming artists Londoners picked unexpected light and illustration talent 21% up a copy to find out more about the –– enlivened the UK to get –– 3 stores gave away 100 prints - world on advertising, behind Team GB Oxford St, Covent Garden and Westfield of those: –– Set the daily agenda in the capital Talked to, –– Produced t-Shirts using the 7% THE SPEEDSTER WITH SIDEBURNS –– L argest newspaper advertising or tweeted friends HE’S THE MOD WITH THE MIDAS TOUCH athletes manifestos WHO’S RACING FROM THE TOUR deal ever In London TO THE TIME TRIAL Tweeted adidas WHERE HE’S LOOKING –– Collectors items 5% directly TO TURN YELLOW –– 17 day takeover INTO GOLD
Visited the adidas bradleywiggins#takethestage –– Front cover graphic "Without doubt this was the standout 7% store print campaign of the Olympics." –– Back cover manifesto 13% Visited the adidas –– Inside cover competition website As a result of the metro covers
86 #takethestage reactive content
adidas’ posted #takethestage adverts on #takethestage twitter and Facebook immediately before each event and celebrated every appearance, Became part of the language of the Olympics capturing the mood of the nation
88 July Digital Change Up adidas transformed the appearance of online views of adidas content from 14-24 @ADIDAS UK 2.5 MILLION year olds on Youtube properties daily, in response to Olympic happenings million impressions of #takethestage 128 MILLION on Twitter since campaign began –– Engaged the digital audience –– Gave fans access to athletes Tweets containing the before anyone else –– created connection between fans, 50,983 take the stage hash tag. Team GB and adidas –– instant access with pics, interviews, press events interactions on facebook with 49,530 #takethestage As a result the –– built one to one conversations on a daily basis outdid Nike by close to 50,000 Number of visitors 25% Increase 50,000 unique users –– created reactive online content in size over period of #takethestage to adidas.com within 15 minUTEs of an event engagement for growth for 50% brand page doubled in july –– Brought medalists to twitter Q&A’s Uk growth to brand page on and august immediately after their events FaceBook reached peak from June to July with over 10,000 new likes in less than 30 days
90 91 August adidasunderground
For the Olympic period we took over Shoreditch’s SCHEDULE OF EVENTS Village Underground - a renowned platform for new day 1 day 2 day 3 creative and cultural work ROLLAPALUZA bike PERSONAL BEST - a volt magazine event in association sports psychology showcase east with fixed GEAR film by sam blair London fashion adidas used the existing set up as a blank Twelve lifestyle / music events were curated, produced magazine trends canvas to transform the space, creating and promoted in collaboration with key partners from a bespoke live venue experience for a film, fashion and music. THEY took place in 3 custom culturally savvy, opinion-leading audience. designed spaces within the venue, giving each event a unique feel and context: day 4 day 5 THE CHEMICAL BROTHERS : DONT FACTORY FLOOR 3D multiple projection mapped HD cinema THINK - the immersive SURROUND LIVE SHOW audio visual theatre ‘rock n roll’ live gig experience nightclub Microchip enabled wristbands digitally integrated guest experiences, automatically linking their social media accounts to photo and video content.
92 93 August adidasunderground
SCHEDULE OF EVENTS day 6 day 7 day 8 day 9
MONIKER ART GREEN SOCCER MUSIC ARIST & PROJECTS PRESENTS ‘A JOURNAL PRESENTS AN MANAGER AWARDS LOVE LETTER FOR YOU’, EVENING OF Fußball LAUNCH a threeHD film in our interactive screen urban art games room THE STONE symposium ROSES LIVE at day 10 day 11 day 12
adidasunderground, RUNNING THINGS WITH FRANÇOIS K’S RWD MAGAZINE LIVE CROOCKED TONGUES - SURROUND SOUND celebrating the UK a sneaker exhibition filmed by Shane LOUNGE urban music scene with a sculptural twist. Meadows
The building was covered with 1200 posters of Metro coverwraps, which were passed by more than 2 million people during the Olympic period.
94 95 August adidasunderground
RESULTS 14,000 132,000 1.87 event attendee event images million tweets shared Facebook adidasunderground onsite post was featured in views 7,500 1.65 guest emails million event value
96 97 August #onlywayisennis
In a playful nod to pop culture, we created a unique, witty hashtag to celebrate Jess Ennis’ final event
–– Connected tweet to TV campaign adidas UK encouraged conversation using the hashtag that resulted in –– Enabled consumers to share views 14,554 14,554 tweets in only a couple of hours and support
–– Engaged in fun way with adidas UK athletes
–– Connected with popular TV show
–– Encouraged conversation
“only way is Ennis. She came, she saw, she stole our heart. RT to win her signed running spike.”
98 99 Best Integrated Marketing campaign Take the stage August Don’t Stop me Now
As The UK was overtaken with emotion and pride, adidas were quick to create unique Team GB content - bolstering the jubilant mood of the nation
Team Gb athletes lip synched to –– captured positivity and exhilation Queen’s Don’t Stop Me Now of UK video pulled together in just 48 hours –– Engaged fans, thanked athletes –– celebration phase crucial to completing olympic marketing cycle
–– captured nation’s overwhelming response to the Games
100 Best Integrated Marketing campaign Take the stage August Don’t Stop me Now
The lyrics perfectly reflected the sucess of team GB and the nation’s overwhelming response to the games
hits on youtube, as well as being 1.6 MILLION seen on national TV 119 Pieces of content Number 1 viewed video on bbc.co.uk
102 Best Integrated Marketing campaign Take the stage August #stagetaken adidas echoed the UK’s sense of triumph with a switched-around hashtag as the games drew to a close
–– strong impact One of the most successful twitter –– record-breaking engagement #STAGETAKEN campaigns with paid promotion –– one of most successful twitter campaigns with paid promotion X3 daily follower rate –– Drove PRODUCT SELL-THROUGH Average account mentions OF TEAM GB KIT X6 for @adidasuk –– Increased awareness of the brand online engagement rate Vs an average 30.8% of 10% –– Digital Conversation brought new fans to the brand OVER 17 million impressions 104 Best Integrated Marketing campaign Take the stage August #stagetaken ...AND CONTINUED THE CELEBRATIONS BY TAKING OVER KEY OUTDOOR MEDIA WITH THE #STAGETAKEN MESSAGE
106 107 Best Integrated Marketing campaign Take the stage
Engaged Metro readers with limited poster offer one set of games was over, another begAN...
109 Best Integrated Marketing campaign Best Integrated Marketing campaign Take the stage Take the stage SEPTEMBER Paralympic - t-shirt adidas launched Supported by David Beckham, Tom Daley, Laura the Front Line to Start Line t-shirt Trott and Pete Reed
–– limited edition T-shirt and cap in support of injured servicemen and women in sport
–– donation from each sale to Front Line to Start Line Campaign
–– Available online for 7 weeks from 20 August - 3 October
–– A ll proceeds to charity
110 111 Best Integrated Marketing campaign Take the stage SEPTEMBER Paralympic - t-shirt NationWIDE Prince Harry photographed wearing T-Shirt Coverage during Paralympic Games visit Coverage in National Print, broadcast and online 6,025,339 National Print total circulation 3,408,858 Weekend National Print total circulation
112 113 SEPTEMBER Paralympic - metro wraps
CREATED THE MOST ICONIC MARKETING SYMBOLS OF THE PARALYMPICS WESTFIELD STRATFORD, OLYMPIC PARK
114 115 Best Integrated Marketing campaign Take the stage SEPTEMBER Paralympic - metro wraps
Our final Metro illustration celebrated the opening of the Paralympics, and featured ellie sImmonds
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