2015 Winners & Shortlists

Results and Effectiveness

The All In Arena brought a total of 1.3 million visitors, 2.2 million page views and 28,000 new Twitter followers to adidas in just 4 weeks. * This was unprecedented compared to any other football portal in the region. And as curator of this virtual conversation, adidas became the most talked about brand at The World Cup, across all social media platforms. ** Our research showed that fans viewed the All In Arena as an “authentic and real” experience, that improved their knowledge of the game – and in this region, where football knowledge carries great kudos - that is an extraordinary feat! ***

Creative Execution

We built the area’s first social stadium – The All In Arena – capturing the experience and atmosphere of a real stadium and allowing fans to actively engage with the World Cup in a whole new way. Fans could enter the stadium using their Twitter credentials and could connect with other likeminded fans from the region to celebrate every moment of the game. The All In Arena was made for mobile. We knew our audience were tied to their phones during games so we provided a forum to comment on the game, access statistics and receive updates – all at the very moment the games were being played. It was the ultimate second screen experience. The conversations generated in the arena formed massive user generated content, and by using Twitter we were able to generate thousands of brand owned conversations. Each interaction earned fans points towards prizes from adidas.

Insights, Strategy and the Idea

How do we increase sales for adidas in the highly competitive Arab youth market during the 2014 World Cup, when only one team from the entire region qualified? The World Cup is a phenomenon but it’s also a cluttered marketing space and Nike had a strong track record of ambushing adidas in this area, especially in digital. We had to offer football fans genuine value, and a unique experience that they could not get with any other brand. We knew that when it comes to football, every Arab is passionate and has an opinion. They love to brag about their knowledge on social media and as a result, second screening during games has become extremely popular. So the idea was to combine this passion for football and second screening to create a virtual space that would keep the region engaged, despite their lack of representation on the field.