2014 Winners & Shortlists

Results and Effectiveness

We reached 7.5 million discerning football enthusiasts in KSA & UAE (Source : Agency Estimates/IPSOS Data) Nitrocharge surpassed its sales objectives to secure a 55% share of all adidas football sales. Retail conversion in stores increased by 27%. (Source : Adidas Sales/Retail Tracker)

Creative Execution

Firstly we wanted to prove that Nitrocharge has so much power that it can even run a TV channel. So we partnered with Fox Movies to create a unique stunt. When a movie showed a car running out gas, we used the opportunity to disrupt the broadcast and dramatize that the TV channel’s drained out of energy. Enter Nitrocharge which saves the day by replenishing the movie’s power sources. Next, we orchestrated a collision of a local ‘Top Gear’ type TV show with a ‘Football’ show on MBC Action (Region’s Top Youth channel) to unveil one of Saudi’s best known footballers as ‘The Engine’ of the team. We then took the roar of the engine to print. We partnered with a sports newspaper to insert sound into the Nitrocharge print advert. Every time the front page was turned, the ad screamed ‘Vroom Vroom’ followed by ‘Nitrocharge Your game’ tagline.

Insights, Strategy and the Idea

Adidas wanted to launch its new football shoe Nitrocharge with ‘relentless energy’ as its core proposition. But in a year with no major football tournaments to leverage and generate excitement from, how do you win audiences in a fiercely competitive category? We had to look beyond the game of football to excite Arab youth. We knew the young love fast cars so why not leverage this passion? We reimagined Nitrocharge as an ‘Engine’. The engine is the epitome of energy and our ideas was to bring to life the various metaphors of the ‘The Engine’ – the power, the performance and the roar