Advertiser: ADIDAS UK
Agency: SID LEE
Category: Copywriting
Advertising campaign: TAKE THE STAGE
Art Buyer: Bianca Anton (24 Productions)
Director: Isaiah Seret
Agency Producers: Catherine Dumas And Janie Delorme (Jimmy Lee)
Strategist: Justin Kingsley (SID LEE)
Agency Executive Producer: Claudia Roy (Jimmy Lee)
Art Director: Dan Brooks (SID LEE)
Executive Creative Director: Kristian Manchester (SID LEE)
Production Co-Producer: David Stewart
Strategist: Matt Boffey
Account Directors: Paul Fitzgerald (SID LEE)
Designer: Richard Hooker (SID LEE)
Agency Producers: Julia Methold And Russell Taylor (Bridle Productions)
Copywriter: Dan Chandler (SID LEE)
Photographer: Jason Nocito
Account Directors: Minh Tu Nguyen (SID LEE)
Art Director: Morris Lee
Implementation
In the spring of 2012, we used the following channels: 1.Outdoor and print using our 32 ambassadors: April – May 2.Online content documenting each ambassador’s take the stage moment: April 3.60-seconds TV spot featuring the 32 ambassadors alongside other adidas ambassadors: April – May 4.Digital activations inviting UK teens to take the stage: April – June In the summer of 2012 we used the following channels:1.60-seconds TV spot featuring Team GB athletes: July 2.Print (Metro covers) featuring 17 athletes for 17 days: July 3.Outdoor featuring Team GB athletes: July – August4.Community management on social with #TakeTheStage to support Team GB atheltes, #StageTaken to celebrate Team GB athletes’ accomplishments, and #OnlyWayIsEnnis to support Jessical Ennis: July - August
Effectiveness
Adidas was named Marketer of the Year by Campaign Magazine for its “Take the Stage” campaign, with over 8 million views on YouTube for TTS content, 187 million impressions on Twitter and search-click rates on Google that reached 8% (as opposed to an average of 1 % to 2 %).Confidential: The return on sales for the footwear division, from January to July – probably a more important aspect than communication figures– was 1.78 per store/per week (average return on sales is 0.8, and 1.3 is considered good).
Campaign Description
Our task was to make adidas the most talked about brand at the 2012 London Olympic Games among UK teens. To do that, made teens feel as though these were their games. Our campaign had two phases. In spring, we went a grassroots and helped one teenager from each London borough to have his/her ambition fulfilled - to “take the stage”. We then used these 32 ambassadors in national TV as well as in outdoor, and print advertising in each London borough and invited UK teens to take the stage with a series of digital activations. Then in summer the narrative shifted to Team GB athletes taking the stage and through them, the entire nation taking the stage. The summer campaign brought to life personal stories about each athlete and showcased those stories in TV, print, outdoor, digital, and social to rally the nation around its Olympic heroes.