CHALLENGE:
Get adidas Sport Sensations anti-perspirant into the minds of the 15-24 year old male target audience during the World Cup year.
INSIGHT:
15-24 years old seek out new and authentic experiences.
EXECUTION:
One shot, one chance. An experiential stunt where we recreate the ultimate high-pressure test. The Penalty.
HOW DID WE DO IT?
In a world cup year football was the focus and I wanted to take the high pressure scenario of a penalty shootout and see if true sporting performance needs preparation. To do this we created a hyper-real, high pressure underground arena and raised the stakes by giving the penalty takers a money can’t buy prize to lose. A trip to the world cup in Brazil.
PHASE ONE:
The campaign was split into two phases, the first phase was to recruit our penalty takers. In partnership with Goal and FHM, we asked fans to upload a video showcasing their football skills, offering a trip to Brazil as their incentive. I also created promotional content, which was seeded out on Xbox, Youtube and various social channels. Plus a fully responsive website to showcase the entries.
PHASE TWO
We then took four winners on to phase two, where we they had their one shot at greatness in our subterranean arena.
THE PRIZE AT STAKE:
Tickets to the World Cup Finals in Brazil.
RESULTS:
Campaign Reach: 4.2m core target consumers.
8.4 million combined views (10 videos).
33% uplift in sales during the campaign.
37,250 unique users to Get Ready website.
AGENCY: Five by Five
Creative and Art Direction: Chris Townsend
FILM PRODUCTION: Archers Mark
Director: Greg Hackett