2015 Winners & Shortlists

#ALLIN ARENA

BrandADIDAS
Product/ServiceFIFA WORLD CUP
EntrantSTARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
CategoryMobile websites and web applications
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Entrant Company STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Media Agency 2 STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

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. 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.

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, 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!

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 every Arab 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.

Credits

Name Company Role
Amy Karr Zerodot Creative Director Director Digital/Interactive/Social
Jonathon Hoffman Zerodot President Cco
Pauline Rady Starcom Mediavest Group Associate Media Director
Javier Bravo Starcom Mediavest Group Digital Media Director
Mohit Lodha Starcom Mediavest Group Human Experience Director
Milad Samia Starcom Mediavest Group Media Manager
Wesam Ayyash Starcom Mediavest Group Digital Media Manager
Telal Ali Starcom Mediavest Group Social Media Executive
Links
Mobile URL