Direct > Product/Service
ADIDAS F50 - FINAL ROUND
TEQUILA\, Boulogne-Billancourt / ADIDAS / 2004
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
On 1 December, Adidas is launching the F50, a new-generation soccer boot with studs aimed at nonconformist players. How could we use this product launch to make a brand traditionally associated with soccer 'purists' more trendy and 'friendly'? And show nonconformist players that Adidas can surprise them and satisfy their needs with the F50. Targeting rebellious soccer players, artists, who seek to get themselves noticed on the pitch.
CampaignDescription
Orchestrate a 'pre-launch' around a spectacular, interactive event: a mysterious match between two teams led by 2 stars who embody the values of the F50 (Djibril Cissé/David Trézéguet) and young amateur players recruited in the street. The F50 Final Round is a staged concept that 'challenges' the rebellious, extravagant spirit of young footballers targeted via 'alternative', progressive, fun, interactive messages and material. The phases included Teaser, Recruitment, Selection, Revelation, Match.
Outcome
30,000 hits on the website, 2,000 spectators for the match, 5,000 leads.
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