The Brief

adidas launched a global brand campaign to unify all that youths love about adidas – sports, street and style; and to demonstrate itself as a brand that celebrates all of their passions and interests – “adidas is all in”. Our campaign objectives were: • Make the “adidas is all in” campaign real and involving to the lives of youths in Southeast Asia • Bring to life adidas’ new brand positioning to teens in Southeast Asia • Increase brand affinity, brand perception and brand preference

Describe how the promotion developed from concept to implementation

Our consumer insight was: We all have something we can’t stop thinking about. Be it music, sports or fashion. And if you truly love something, you’ll never want to stop doing it. Passion. It’s what keeps us going. This led to the big idea: adidas all 24 was created as a platform to celebrate youth’s passion on the grandest scale imaginable. We staged an epic 24-hour celebration of sport, street and style across 6 key cities in Southeast Asia with local talents. It brought passion to a whole new level. all day all night. all 24. adidas is all in.

Describe the success of the promotion with both client and consumer including some quantifiable results

Across the six countries, more than a total of 30,000 participants turned up for the all 24 events. Buzz and involvement grew rapidly as local Facebook and Twitter pages recorded high participation and viewership rates during the event period, resulting in an increase of about 50,000 new fans. Positive sentiments generated from the event helps to spread word-of-mouth about the new adidas branding. It also contributed to an average of 20% increase in sales across all products during the campaign period in all six markets.

Explain why the method of promotion was most relevant to the product or service

Our task was to activate the new brand positioning by providing a tangible meaning and relevance of what “adidas is all in” stands for in our target audience’s world. The 24-hour event unifies all that youths love about adidas – Sport Performance and Sport Style, and through a display of all-day graffiti missions, skate challenges, football match-ups, basketball encounters, relay runs and amazing dance and fashion showcases, we make it easy for them to identify with and step into the world of adidas. In effect, adidas builds a more authentic relationship with youths, becoming a facilitator of inspiring brand experiences.