adidas Beat Rugby
Category: INTERNET Award: GOLD
Category: EMAIL Award: SILVER
Category: ONLINE ADVERTISING Award:
BRONZE
SPECIAL HONOURS AWARD Category: BEST OVERALL CREATIVE
SPECIAL HONOURS AWARD Category: BEST USE OF DIGITAL MEDIA
The 12-20 year old target audience is a key battleground for major sports
equipment and clothing companies. The principal rivalry is between adidas
and Nike. While broadcast television and print advertising had often been
used in this market, they are increasingly poor ways of reaching and engaging
this savvy, technology-capable audience. The Beat Rugby campaign was
developed to connect with adidas' core market, leverage the relationship
between adidas and the All Blacks, and use rugby to keep adidas at the
forefront of 'cool' for this critical audience.
Beat Rugby is an Internet first. It used a purpose-developed game to
create a first in sports marketing that would not have been possible in any
other medium. The aim was to attract and capture members of the Sports Loving
Youth segment for future contact from adidas. This was done by demonstrating
adidas' attitude to sport and the Internet (at its core, adidas is about
the love of competition).
Beat Rugby has been acknowledged by adidas International as a ground-breaking
world first for adidas, in any sport. {Beat Football is currently being
scoped.} This project combined innovative thinking with emerging
technology and direct marketing principles to establish a global benchmark for
online sports marketing.
Client: adidas International B.V.
Agency: Saatchi & Saatchi
Client:
Neil Simpson - Global Advertising Director
Agency:
John Foley - Account Director
Tom Eslinger - Art Director
Viv Stone - Producer
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