With the product set for a re-launch, Coty challenged us with getting adidas Sport Sensations anti-perspirant into the minds of the 15-24 year old male target audience. Since authenticity and ‘being real’ are the most valuable and emotionally identifiable characteristics to the target audience, we knew our idea had to demonstrate the strategic positioning of ‘real performance’ in ‘real situations.’
We came up with an epic experiential idea called ‘one shot from brazil’ which challenged consumers to the ultimate test of their nerves. This integrated digital campaign was split into four phases covering multiple channels, including a launch website www.getreadyuk.com that featured a competition inviting the audience to upload videos showing off their best freestyle football skills, print, online banner and mobile advertising, experiential, user generated content and specialist media partnerships.
The final phase was a two-day event that culminated in the four winners taking a penalty against a professional goalkeeper in a specially created arena. This provided the material for a series of trailers and one full-length video telling the story of ‘one shot from brazil’ that was promoted across social media.
To date, the campaign has reached 4.2m core target consumers. 10 bespoke videos were created which achieved over 8.4 million combined views. The Get Ready UK website garnered more than 37,250 unique users with the majority of referrals coming from YouTube and Facebook. As a result of the campaign, adidas body care became the number one brand in the category for online share of voice with 37%.