Adidas: Breaking The Pattern With Adidas Glitch [image] 4

Credits & Description:

Title: Breaking The Pattern With Adidas Glitch
Agency: Possible, Iris Worldwide
Brand: Adidas Football
Country: United Kingdom
Entrant Company: Possible, London
Advertising Agency: Possible, London / Iris Worldwide, London
Production Company: Possible, London / Iris Worldwide, London
Ecd: Pablo Marques (Possible)
Director Business Development: Marc Makowski (Adidas Football)
Global Communications Manager, Special Projects: Miriam Keck (Adidas Football)
Senior Manager Digital Experience: Hans-Eric Noyons (Adidas Group)
Agency Producer: Laura Jane Justice (Iris/adidas)
Creative Director: Iain Robson (Iris)
Creative Technology Director: Stuart Thorne (Possible)
Design Director: Wojciech Zalot (Possible)
Ux Designer: Pontus Persson (Possible)
Global Planning Director: Michael Barrett (Iris/adidas)
Managing Partner: Nico Tuppen (Iris)
Senior Designer: Mariana Lobos (Iris)
Senior Art Director: Tarik Bedevi (Iris)
Senior Copywriter: Ric Blank (Iris)
Account Executive: Jasmina Cigoja (Iris)
Design Director: Jose Paz (Freelance)
Lead Mobile Developer: Peter Schmiz (Possible)
Business Director: Von Branton (Possible)
Senior Project Manager: Julia Sz.Kis (Possible)
Senior Ui Developer: Istvan Makary (Possible)
Senior Motion Designer: Laszlo Szekeres (Possible)
Execution:
This new football boot is ONLY available for purchase through a mobile app, designed and built to make the boot a must-have for the new football stars. Aimed at urban street players whose freestyle play is as dependent on the style as it is the score. We intentionally started small, with a core group of influencers and urban footballers in London. This allowed the community to grow gradually and organically. Influencers were empowered and highly engaged throughout, actively helping to shape the community by deciding who became a part of it and contributing towards the customer support and homepage sections of the app with peer-to-peer advice, product demos and promotional User Generated Content.There were reward and value exchange mechanics built into the app too, encouraging interaction and engagement to exist beyond a single purchase with free skins and extra referral codes on offer for the most active users.
Campaign Description:
GLITCH is a brand new football boot concept AND a brand new route to market. The product itself features an inner shoe for perfect fit and a laceless outer skin that offers perfect ball control, but is also interchangeable allowing players to express their own style. The designs, the name, the launch – every single facet was co-created with football influencers. They were involved from the beginning. They owned it. They cared.At launch they were given unique referral codes that gave fans access and kick started the community. They made the first bits of content to sit on the app, attended the exclusive launch party and took it upon themselves to create buzz around its release.And they still play an active role in running it - attending fitting sessions on the pitch with new customers, manning the support channel and continuing to contribute content to drive the GLITCH community.