2014 Winners & Shortlists

Results and Effectiveness

The executions on Fox Movies reached 7.5 million young people across the region. (Source : IPSOS Agency Estimates) Nitrocharge surpassed its sales objectives to secure a 55% share of all adidas football sales. Adidas retail conversion in stores during the campaign period increased by 27%. (Source : Adidas Sales/RetailTracker

Creative Execution

We partnered with Fox Movies to do something unheard of. What if Nitrocharge was not just a boot but also meant to Reboot ? We reimagined Nitrocharge as a battery, a battery so powerful that it could even run a TV channel. Imagine watching a movie on TV which shows a car running out of gas. We used the opportunity to disrupt the broadcast and dramatize that the TV channel is drained out of energy. Enter Nitrocharge, the Reboot which saves the day by rebooting and replenishing the TV’s power source. And more importantly restoring the viewing experience for our audiences. We repeated the feat with 4 movies belonging to the ‘Fast & Furious' Genre – disrupting the broadcast everytime there was a car slowing down or running out of energy. Nitrocharge not only owned these ‘reboot’ adbreaks but also blocked competition out.

Insights, Strategy and the Idea

Adidas wanted to launch its new football shoe Nitrocharge with ‘relentless energy’ as its core proposition. We needed to convince our young audiences that the boot is indeed a powerhouse of energy. But in a year with no major football tournaments how do you communicate this innovatively to our young TV audiences? We had to look beyond the game of football and tap into other youth passions to connect with them. Once such passion was their love for watching ‘Fast and Furious’ genre of movies on TV which are famous for their car chase sequences. We partnered with Fox Movies to create a unique stunt around this genre.