Objective,

To lift brand awareness at least by 50%.

Bring new consumers to the brand.

Make Adidas Terrex relevant on the national landscape.

The idea was to use the figure of Ben Brereton, idolized by Chilean football fans, to introduce the Adidas Terrex brand to the market. Why? Because outdoor sports don't have big audiences, but football does. So we encouraged the football fan base (which here in Chile is pretty much like saying "everyone") to be interested in a content that in reality, dealt with outdoors, with the excuse of showing Ben the country that he never knew (see Ben Brereton's origin story above), so that he would fall in love with it, just like Chileans had already fell in love with him. Of course, geared up in Adidas Terrex, the only way Ben could endure the harsh climate and geography of the chilean landscape.

Since the audience for outdoor sports in Chile remains small, and the market is not big enough yet, we saw in Ben Brereton the opportunity to reach the country's largest sports audience, the football fans, with Adidas Terrex. That audience would watch the content because of Ben Brereton's relevance, and because it's fascinating to see how he was connecting with the Chileans, and with his mother's homeland.

In this way, we would make our way with the brand, presenting it to more people than segmentation by outdoor interests could ever reach, and making a massive football based audience get to know the brand, which in Chile, its almost the same as saying that we would make a content than everybody would see.

We developed this Branded Content in the form of a travel show, the first original local production of HBO Max, in a mini series of 4 episodes, 30 minutes each, in which he visited Santiago, Valparaíso, the Atacama Desert, Pucón and the chilean Patagonia.

Open for all Latam.

Filmed by "Blackstar content", for Max, aired on November 2nd.

We reached number 3 of the local top 10 in Max

*Position we held for 3 weeks

Campaign with a positive sentiment of 96%

Earned media:

Total notes 181

15,784.242 million potential impressions

$96.332.918 million in return

We raised the brand awareness rate to 86%

With a purchase consideration of nearly 80% among those who recall it