Background
Adidas set to 'Unleash deadly' on the world in the form of its new Predator boots. The boots feature five 'lethal' zones—Drive, Sweet Spot, First Touch, Pass and Dribble—said to change the way real footballers play the game.
Aim
To drive awareness of the benefits of the boots, strengthen the brand’s position among footballers and continue to engage with young people aged 14 to 19.
Execution
Through the local adidas Facebook pages, young consumers had a chance to submit extreme ideas about how they would like to unleash deadly.
The five deadliest ideas would be brought to life. Riding on Euro 2012 fever, iris created a trial event where players could try the boot on a bespoke Ultimate Deadly Assault Course pitch.
The audience was then invited to participate in the challenge. The five players who completed the course within the shortest time were crowned as the five deadliest footballers and received a variety of prizes.
During the event, players had a chance to warm-up prior to taking on the assault course, with simple set-ups that allowed them to practice ‘Pass’ and ‘Drive’. The course itself featured such obstacles as the 'Deadly Ball' drop, a range of 'Lethal Defenders' including zombies, cyborgs and a minefield plus a final goal that 'exploded' after successful shots.
Results
More than 1000 ideas were submitted on Facebook and 550 people participated in the event.
The campaign and event created a huge buzz on the new boot and also engagement with the targeted audience. The activation generated a 30,000-fan (227 per cent) increase in Adidas’ Singapore's Facebook fan community a 743 per cent increase in fan engagement.
The event was oversubscribed, with positive and appreciative feedback from participants. The launch of the boots was a resounding success, as the Predator model was sold out in most outlets by the end of the six-week campaign.
Credits
Board director Emma Norris
Account director Chua Siew Ping
Account manager Kelle Lim
Account executive Melissa Char
Regional planning director Paul Gage
Regional creative director Grant Hunter
Creative group head Jonathan Cockett
Senior creative Errol Tan
Creative Echo Tan
Regional digital director David Brown
Head of project management Jasmine Tan
Head of technology Appu Ponnusamy
Developer Yap Yisheng
Senior interactive developer Edward Moore
Studio manager Vincent Yong
Deputy studio manager Izlin Ismail
Production director Eam Sumati
Production executive Jane Killick
