The Campaign

To hit long hashtags out of the park, adidas Cricket presents: The World’s First Interactive Logo - #III. It’s cricket in three characters – III A logo that became the idea so that fans can interact with it and use it to express themselves better online.  A logo that visually depicts the sport and adidas.

Creative Execution

The one thing that defines great design is simplicity. The core of this idea and its usage is so simple and so unique - to the brand, its product and the sport. The letter 'I' when placed one after another, three characters on a keyboard creates the unique symbol of Cricket - Three Stumps and visually depicts the brand - adidas. Materials and style elements: Three lines never had so much meaning when placed one after another on a social media posting screen while typing a post to express yourself. The idea empowered cricket crazy fans to adopt and use it when talking about the game. Scale: It's not a campaign, it's an idea that goes on forever. An idea that creates a unique brand identity for adidas cricket online. III is Cricket. III is adidas.

Indication of how successful the outcome was in the market

The Results:  Total Brand Impressions of 23 million. A reach of 51 million. 78 Million Hashtag impressions. Over 4 million people engaged 9432 new followers on Instagram, 4221 new twitter followers, 4103 retweets & 6,36,000 Likes.    

Relevance to platform: Cricket has a massive following around the world and matches are happening almost every day. With so many game formats and so many competitions taking place around the world, conversations on the sport are lost amid many long hashtags being used for matches. Most hashtags have team/country names or tournament names, making them really long. This limits characters for users trying to express their views. Approach: Three stumps are a globally recognized symbol of cricket. When you type 3 letter ‘I’s’ in a row on a keyboard it visually looks like 3 stumps - the symbol of cricket. It also looks like the adidas logo. Just three characters say it all. III - It’s cricket in three characters. To own all cricket conversations online and to unify all cricket conversations under one hashtag - #III was born.