2012 Winners & Shortlists

Results and Effectiveness

The duration of the mash-up campaign for All In increased footfall well beyond the 10% goal – a dramatic 22% increase was counted in stores. (Source: Adidas Stores) When consumers visit the retail outlets they make a purchase! Growing sales by 7.4% and pushing adidas further along to lead the market against top competitor, NIKE. Post All In mash-up, Adidas lead KSA market share with 58% compared to NIKEs’ 30%. The same results were seen in UAE with adidas holding the majority of market share at 24% compared to NIKE at 11%. (Source: AMRB Teen Research 2011)

Creative Execution

A Mash-up Media First We partnered with leading Pan Arab TV channels; MBC2 & Fox Movies, using their libraries to create a TV mash-up fest. The branded mash-ups captured iconic movie moments of passion, reflecting the All In campaign. We used these branded 30 second mash-ups to promote adidas themed movie nights on each channel. By reinventing the average sponsorship space, adidas was able to entertain the youth audience and build an emotion connection. It wasn’t only about entertainment; linking the mash-ups directly to the Adidas All In creative by integrating key brand words and mirroring the brand tone we were able to ensure an emotional link. This fostered the brand in the consumer mind and made our mash-ups work harder – a creative way to build media efficiency. Like any great remix, the adidas mash-ups were more than the sum of their parts, elevating All In.

Insights, Strategy and the Idea

Remix Life adidas was launching a new brand image – All In. The global concept was celebrity driven, fast passed and fuelled by clips of action and passion. It was a perfect message to motivate Arab youth into the Adidas stores. Would it be strong enough to achieve a 10% increase in footfall? We needed to connect Arab youth to the brand. As a format which youth were increasingly disengaging from, even the powerful 30 second ad was struggling to show results. The most watched programming by our target is sport & movies. The questions was; how to leverage mass media in a unique way? Arab Youth were becoming a mash-up generation; re-mixing music, graffiti art, hip hop moves & emerging media. The result was a unique form of showing off their personal style. This was our way to bring adidas into their world.