2012 Winners & Shortlists

Results and Effectiveness

Actionable Results During the 3 month campaign over 80,000 women engaged with the FitBloggers (Source: Google analytics). That means that approximately 10% of the total female online population in the UAE was motivated by their real stories. Engagement moved offline as women took action resulting in a sales growth of 16% in women’s products during the campaign period vs. same period last year. (Source: Adidas Sales report) The competition registered 1000 entrants to win a new adidas workout wardrobe - showing us how relevant the topic was to the women of the UAE.

Creative Execution

Active Women, Social Motivation Fitness search queries deliver over 83,000,000 pages in the UAE. The top female sites count health and fitness pages as high traffic generators. We knew that while women may not be going to the gym regularly, they were looking online for help and fitness blogs were seen as trusted. adidas FitBloggers were born. Our goal was to provide attainable fitness advice to women across the UAE through a unique approach to leading an active lifestyle. Our 3 FitBloggers created personal diaries Lovestyle.com, a popular women’s lifestyle portal. Readers followed the FitBlogger daily updates across 13 consecutive weeks. Engaging women who shared their own fitness challenges and successes through comments, the adidas health community boomed. Words were not the only motivator; adidas offered each community member the chance to win the latest fitness wardrobe. Everyone knows that new clothes make you want to go to the gym!

Insights, Strategy and the Idea

Real Women, Attainable Motivation The UAE is a comfortable place to live, sometimes too comfortable. Ranked as the world’s fourth most obese nation, one in every three women are over-weight. adidas’ women’s fitness range has always been a brand of accessible fitness, as such we used this accessibility to motivate women and in turn boost sales. While celebrities can inspire in an aspirational manner, we found that real women rejected their images as air-brushed and their fitness regime as dependent on celebrity trainers – the celebrity body was simply unattainable. We wanted to inspire women of the UAE, not depress them with Hollywood fiction. After a rigorous search for the right candidates, three charismatic and health-oriented real women were chosen to share their genuine success stories and become the adidas speakers of local fitness. Pursuing attainable active lifestyles, each woman would act as the catalyst for our audience.