Best Integrated Marketing campaign

Take the stage

BEST INTERGRATED
MARKETING CAMPAIGN
TAKE THE STAGE

1
 Best Integrated Marketing campaign
OBJECTIVES Take the stage

OBJECTIVE 1. OBJECTIVE 3.
RAISE AWARENESS OF ADIDAS SPONSORSHIP OF THE PRESENT TEAM GB IN AN
LONDON 2012 OLYMPIC AND PARALYMPIC GAMES UNEXPECTED AND EXCITING MANNER

OBJECTIVE 2. OBJECTIVE 4.
ENGAGE AND EXCITE THE BECOME THE MOST TALKED ABOUT
14-19 YEAR OLD AUDIENCE SPORTS BRAND IN 2012

2 3
KEY BRAND RESULTS ACHIEVED KEY COMMERCIAL RESULTS ACHIEVED Best Integrated Marketing campaign
Take the stage

44 %
16.5
YOUGOV BUZZ SCORE INCREASED

ADIDAS TURNED TEAM GB INTO THE RECORD-BREAKING

BIGGEST SELLING LICENSED STORE SALES
of 16 - 24 year olds aware of adidas sponsorship
ASSET OF ANY SPORTS achieved more sales in adidas oxford street store in
1 week than any other adidas store ANYWHERE, ever

4.2

➔
achieved 44% of sponsorship awareness
by the end of the games vs nike 16%
ACHIEVED LEADERSHIP The Take the stage campaign contributed
significantly to achieving Another record
45
40
ADIDAS NIKE
44%
BETWEEN 26TH JULY - 13TH AUGUST
IN THE UK SPORTING sales year for adidas UK.

GOODS INDUSTRY FOR 13

35
30
25 NIKE 7.6 ➔ 9.6 % Total adidas sales growth
YEAR ON YEAR

FOOTWEAR AND APPAREL

20
15
16 %

2
10

%
5 a net balance of whether people have heard

& ACCESSORIES
0
MAR - 12 APR - 12 MAY - 12 JUN - 12 JUL - 12 AUG - 12 positive or negative things about the brand Mkt share growth (excluding event
branded)
(source nielsen aug 2012) SOURCE: YOUGOV BRAND INDEX (source yougov)

4 5
KEY ADVERTISING RESULTS ACHIEVED KEY DIGITAL RESULTS ACHIEVED Best Integrated Marketing campaign
Take the stage

32 8
VOTED WINNER OF
THINKBOX AWARD %
Advertiser of JUL - AUG 2012 MILLION +
the year 2012 LONDON 2012 TV ADVERT WON THE THINKBOX AWARD FOR JULY AND AUGUST 32% SHARE OF VOICE ON TWITTER, WHO USED ADIDAS AS
A CASE STUDY ON “HOW TO BEST ACTIVATE A LIVE EVENT”.
ACHIEVED OVER 8 MILLION CUMULATIVE VIEWS OF
#TAKETHESTAGE CONTENT ON YOUTUBE

BY CAMPAIGN ONE OF TOP 10 INCREASED FOLLOWERS’ NUMBERS BY 25%. CREATED THE

FIRST EVER TWITTER GLOBAL RELAY AS WELL AS 4 ORGANIC

youth MARKETING
TRENDS DURING GAMES TIMES.

MAGAZINE social media

CAMPAIGNS OF 2012 gold
the most-talked-about BRAND during the Games VOTED ONE OF THE TEN greatest youth marketing campaigns of WINNER OF THE GORKANA SOCIAL MEDIA GOLD AWARD
2012 BY THE BEANS GROUP

6 7
KEY PR and SPORTS MARKETING RESULTS ACHIEVED KEY retail RESULTS ACHIEVED Best Integrated Marketing campaign
Take the stage

HIGHEST SPONSOR
ARTICLES ,
175 000 BIGGEST ,
1 000+
WITH OVER

2,000
PIECES OF KIT, WORN BY

900
TEAM GB
PARA GB
RETAIL PREMIUM
CAMPAIGN WINDOWS
BRANDED
ARTICLES ATHLETES
GENERATED THE HIGHEST AMOUNT OF ARTICLES AMONGST DESIGNED, MANUFACTURED AND SUPPLIED KIT FOR 160,000

LOCAL SPONSORS AHEAD OF BT, BMW, BRITISH AIRWAYS
AND BP (RANKED 3RD GLOBALLY BEHIND MCDONALDS AND
COCA COLA)
EVER
GAMES MAKER AND TORCH RELAY RUNNERS. THE BIGGEST INSTALLED 1,000+ PREMIUM WINDOWS IN THE UK DURING
KIT PROVISION IN UK PEACETIME HISTORY THE CAMPAIGN, MAKING IT THE BIGGEST EVER TRADE
MARKETING CAMPAIGN IN THE UK SPORTS INDUSTRY
(HARRODS’ 16 WINDOWS NOMINATED FOR BEST MARKETING
DESIGN AWARD 2012 - HAYMARKET)

8 9
TESTIMONIAL & AWARDS KEY INDUSTRY PRESS
Marketing week announces
adidas as clear winner among
official sponsors of London 2012
adidas has emerged as the clear
winner among official sponsors of
the London 2012 Olympic Games with
its sponsorship of Team GB leading to
a spike in positive sentiment about the
sports brand.
10
“According to YouGov’s BrandIndex,
the sports brand’s Buzz score – a net
balance of whether people have heard
positive or negative things about the
brand – increased from 4.2 on 26th July,
the day before the opening ceremony,
to 16.5 yesterday (13th August).”
Its Index score – a measure of an
average of how customers rate the
brand in terms of impression, quality,
value, reputation, satisfaction and
whether they would recommend it –
also increased to 26.1 from 24.9 on the
eve of the games.
Adidas trumpets results of Olympics Twitter activity
The sportswear giant, which was a
tier-one domestic sponsor, now has
117,973 followers for its Adidas UK
account, compared to Nike UK’s 14,578.
Adidas started four non-paid for
trends during the Olympics, including
#takethebaton during the Opening
Ceremony.
Nick Craggs, UK marketing director
at Adidas told Marketing that Twitter
was an “important platform,
Best Integrated Marketing campaign
Take the stage
which allows us to have a constant
dialogue with both the next generation
athletes, and fans of the brand”.
“It was important to communicate with
them [athletes] via the channels that
they use.”
He said: “We wanted to ensure that
our #takethestage and #stagetaken
hashtags became social currency and
we are delighted with the results we
have delivered.”
11
TESTIMONIAL & AWARDS Advertiser of the Year: Adidas
2012 was all about the Olympics, and among the
sponsors there could only be one winner as the
sports brand’s activity repeatedly struck gold
“Adidas became part of history this summer. Britain’s most successful
Olympic athletes in 104 years had Adidas written all over them as the
German sportswear company’s logo became part of the iconography of
the London 2012 Games.”
“The brand, a tier-one sponsor that paid £100 million for the privilege,
was the most-talked-about during the Games. And it achieved this with
the broadest, most-hard-working marketing of the event.”
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Enlisting a world-renowned British fashion
designer to create the Team GB kit was one of
the brand’s first coups; Stella McCartney’s
involvement helped propel PR before the
Games. The "take the stage" campaign, which
went way beyond the ubiquitous athlete-
studded billboards and TV spots, kept the
momentum going throughout.
There was also an Adidas photo booth where
off-duty athletes and the general public
could strike a pose dressed in the brand’s
gear, providing sought-after content for an
Olympic-obsessed media. In a clever twist,
the brand got David Beckham to walk in on
unsuspecting members of the public in the
booth, with the footage of the surprise
encounters achieving 3.2 million views on
YouTube.
The tone of the brand’s biggest-ever campaign,
"take the stage", The first stage of the TV
work, by Sid Lee, kicked off in April with a
lighthearted spot that put Victoria Pendleton,
Louis Smith and Tom Daley in the unlikely
company of the TV comedian Keith Lemon. This
was followed by more dramatically intense
work, also by Sid Lee, fronted by Olympics
stars including Jessica Ennis, and supported
by a dedicated hashtag, #takethestage,
a website and a torrent of digital outpourings
swamping Facebook and Twitter.
But Adidas’ creativity peaked with its
beautifully illustrated Metro coverwraps. The
17 covers, by Sid Lee and The Church of London,
were a series of original portraits of Team
GB athletes. Each illustration showcased a
different artistic style while referencing the
personal journey of each athlete.
Best Integrated Marketing campaign
Take the stage
Gold medalists, including Bradley Wiggins,
Ennis and Sir Chris Hoy, were depicted by
acclaimed illustrators such as Noma Bar,
Ian Wright and Tavis Coburn.
Adidas invested in London 2012 with a
sponsorship that was so far-reaching it
transcended the brand’s own marketing
and achieved incredible results. The brand’s
Oxford Street store had more sales in
one week during the Games than any other
Adidas store ever. In terms of its marketing
performance throughout one of the biggest,
most-successful sporting events this country
has ever seen, the stage was taken by one
brand.
Adidas can take a bow.
13
TESTIMONIAL & AWARDS Twitter best practice case study
Best Integrated Marketing campaign
Take the stage

Twitter used adidas as a case study on how to
activate live events for the London 2012 activation
“Twitter brings people closer to
“The adidas team understood the
Gorkana Group: “Social Olympics”
GOLD Winners
Adidas stormed to the top of the
Olympic and Paralympic sponsors’
Closing Ceremony, with Sir Chris Hoy’s
tweet being retweeted by thousands of
fans.

the things they care about, and
for many this summer that was
the Olympics.”
global significance of this event
and that the reaL-time conversation
would be happening on Twitter so
they created unique content for the
platform that brought value to users.
The result was organic activity and
a Promoted Trend campaign with high
engagement rates that drove direct
value to the business.”
rankings list on the back of its
success of #TakeTheStage campaign. @CHRIS HOY :
Achieving a 32% share of voice among WHAT A WAY TO END
the top four sponsors, adidas proved
dominant across the period of the
THE GAMES - SINGING
QUEEN WITH TEAM GB!
Olympics and Paralympics Games, with
tweeters and athletes embracing its
message of #TakeTheStage #STAGETAKEN
It was the #StageTaken hashtag that
@ADIDASUK
saw adidas record a massive spike in
coverage on the day of the Olympics

14 15
 great britain
#takethestage

SPRING
FIRST PART OF CAMPAIGN FOCUSED ON INSPIRING YOUTH
LONDON IS THE STAGE WHERE GREATNESS IS MADE…
…AND YOU’RE UP NEXT. SUMmer
SECOND PART OF CAMPAIGN FOCUSED ON CELEBRATING TEAM GB
…IT’S THEIR TURN TO TAKE THE STAGE.
 Take the stage | Part 1 Take the stage | Part 2
March APril May June July August September

The launch of albert Take the stage spring advert Wristband activation Kitting Out Take the stage summer DB Photobooth Metro Wraps Don’T stop me now Paralympics
advert

TAKE THE

Team GB Kit launch Project 32 pedals Photobooth

Digital Change-up TAKE THE STAGE OUTDOOR #onlywayisennis #stagetaken Paralympic t-shirt
WIN OPENING CEREMONY TICKETS
CAMPAIGN
POP YOUR TEAM GB SWEATBANDS ON AND SHOW US YOUR CYCLING MOVES
TWEET US YOUR PIC TODAY@ADIDASUK

#TAKETHESTAGE

The Lemon Factor

ADIDASUNDERGROUND
March
Best Integrated Marketing campaign
Take the stage
The launch of albert

We kicked off by inviting consumers to

directly engage with the games, by naming
the official MATCHBALL FOR LONDON 2012
–– results based on strength of idea

12,000 Unique Entries

–– only advertised through owned channels

–– engaged through digital and social media 

351,430,513 Total circulation

–– organic reach

56
–– Launch at city of coventry stadium
Pieces of coverage
–– Ball presented to competition winner by
MUFC’s Tom Cleverley

20
March
Best Integrated Marketing campaign
Take the stage
Team GB Kit Launch - NationAL awareness

BEFORE launching the new Team GB kit in an

unexpected, game-changing fashion
–– MULTIMEDIA launch to uk press

–– KICK STARTED unprecedented GLOBAL

7 FRONT PAGE ARTICLES ACROSS
NATIONAL PRINT
coverage AND INTEREST in kit design

–– digitally engaged with a Live Stella

McCartney twitter Q&A
3,208,564,265 Total circulation

–– seeded digital content and

Broadcast live on radio 5
440 Pieces of coverage

107 MILLION audience reach

500,000+ views of the official launch vide0

THE EVENT ALSO LAUNCHED #takethestage

22 the digital anchor for our olympic campaign
WE created the biggest pre-Games
buzz in National Media
March
Best Integrated Marketing campaign
Take the stage
The ‘Lemon’ Factor

The unimitable, untamable Keith Lemon helped us

show Team GB in a new light
–– Team GB as you’ve never seen THEM before

–– key comedy personality

39 Pieces of coverage

–– fun, original content made sharEable via

digital and social media 416,718 Youtube views

–– Got young people talking about London 2012

176,394 Team GB Cyclists

85,360 Kevin pietersen / Victoria Pendelton

75,639 Andy Murray

51,023 Tom Daley 32

39,599 The Brownlee’s

34,491 Wretch 32

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APRIL A LONDON INSIGHT PROVIDED
Best Integrated Marketing campaign
Take the stage
Project 32 - Invite London
THE MEDIA STRATEGY FOR LONDON
ONE KEY YOUTH INSIGHT DROVE OUR CAMPAIGN MESSAGE AND –– THERE ARE 32 BOROUGHS
IN LONDON, 20 ON THE ENFIELD

STRATEGY... THEY ALL WANT RECOGNITION OUTSIDE AND 12 ON THE

INSIDE... 20:12 BARNET

HARROW
–– THE Brand needed to inspire a –– THE BRAND SET OUT TO HARINGLEY WALTHAM
FOREST
REDBRIDGE

youth audience in London WHO WERE FIND 1 TALENTED KID PER HILLINGDON HAVERING
HACKNEY
INTERESTED IN STREET, SPORT AND BOROUGH TO SHINE A BRENT CAMDEN
ISLINGTON

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BARKING &

STYLE LIGHT ON YOUTH TALENT DAGENHAM

“This city is the stage where greatness is

NEWHAM
TOWER

ACROSS SPORT, STREET EALING CITY

HAMLETS

–– OUR Research LET US HEAR THAT ONE made. You can go from the top deck straight AND STYLE HAMMERSMITH
WESTMINSTER

SOUTHWARK

to the top of the charts. A high street honey

KENSINGTON
THING UNITED THEM... THEY ALL WANT GREENWICH

recognition can become the height of fashion. YouTube –– PROJECT 32 WAS BORN HOUNSLOW
LAMBETH BEXLEY

–– AND WITH THE ADVENT OF DIGITAL sensations turn into primetime stars. Even a RICHMOND
WANDSWORTH
LEWISHAM

MEDIA, TEENAGERS TODAY ARE ABLE TO hoop hustler can get a million fans. Wherever
ACHIEVE RECOGNITION FASTER THAN we go, the paps are never far behind and MERTON

whatever we do, we’ll have an audience. This

KINSTON

EVER BEFORE UPON THAMES

is the stage where greatness is made... BROMLEY

–– WE NEEDED TO SHOW THEM THAT THE SUTTON CROYDON

OLYMPICS WASN’T JUST A SPORTING Inner boroughs

...and you’re up next.”
STAGE, LONDON 2012 WAS THEIR STAGE Outer boroughs

28
APRIL
Best Integrated Marketing campaign
Take the stage
Project 32 - Invite London ALIZE AMY ANDRE ZOOM
- CREATIVE -
BROOKE CHRISTIAN
- ILLUSTRATOR -
CURTIS ELLA EMMA
- STYLIST - - SWIMMER - - WATER POLO - - FENCER - - WRITER - - HEPTATHLETE -

WE DEFINED OUR ROLE AS THE ENABLING BRAND watch her take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012

–– WE WANTED TO SHOW THAT THE ADIDAS

BRAND HAS A ROLE TO PLAY BEYOND
ADVERTISING EMMILY GENESIS GLENN JACK JACK JACK JAMIE JERMAINE
- TRIPLE JUMPER -
- BOXER - - DANCER - - RUNNER - - FOOTBALLER - - RACER - - DANCER - - PHOTOGRAPHER -

–– ADIDAS CAN PROVIDE OPPORTUNITIES

FOR RECOGNITION TO BE ACHIEVED 1. PRODUCED AN OUTDOOR POSTER FOR EACH P32 AND
INSTALLED THEM IN THE BOROUGH THEY REPRESENT
watch her take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012

–– WE CAN PROVIDE STAGES TO PERFORM

ON AND EXPERIENCES TO REMEMBER
ACROSS SPORT, STREET AND STYLE

JIVENDRA JULIANNE KENDALL MAX MALITA MICHAELA MONIQUE SADIQ

TO PROVE THE POINT, - RUNNER - - JUDO - - SINGER - - FOOTBALLER - - BASKETBALL - - TENNIS - - WEIGHTLIFTER - - CRICKET -

WE DID 3 THINGS FOR THE P32 KIDS: watch him take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch her take the stage
adidas.com/all2012
watch him take the stage
adidas.com/all2012

30 SAM JONATHAN STEPHANIE

- DESIGNER - - URBAN POET -
TEDDY TOM TOMMY VICKY YANG FANG
- CHESS PLAYER -
- SKATER - - BMX - - RUGBY - - DRUMMER - - DANCER -
APRIL
Best Integrated Marketing campaign
Take the stage
Project 32 - Invite London

2. CREATED AND FILMED A MONEY can’t

buy ‘reward’ for each of them relevant
to their interest. The films were posted
on adidas.com and youtube

32 33
APRIL Project 32 - Invite London

Melita travels to THE USA FOR Jermaine trains with

TRAINING SESSIONS WITH TOP US COACHES World champion Phillips Idowu.

Tommy meets for a master class with Cassell Christian collaborates on a huge scale with Michaela travels to Miami to train with two of
The Beatmaker. celebrated artist Jimi Crayon. the world's best adidas pro tennis coaches

34
APRIL
Best Integrated Marketing campaign
Take the stage
Take the stage | Spring - INSPIRE YOUTH

3. FINALLY, WE PLACED SOME OF THEM CENTRE STAGE...

This city is the stage where greatness is
made...and you’re up next. 1 Million + Youtube Views

–– Viewers taken on journey of London

–– Showcase of talent    25,770 Sharing Actions

–– Youth inspired to achieve celebrity

their way
2,727,272 Video on demand Views

237,000 click driving traffic to adidas

Jack’s once in a lifetime exePrIence was to

travel to Anfield to run a coaching session at
LFC Academy and then get to meet one of this
generations legends, Steven Gerrard.

36
 Best Integrated Marketing campaign
Take the stage

7 APR - 28 APR
TH
Broadcast on TV
TH Worked with ITV to
Launch on national TV

60 second advert
at exactly 20:12 GMT on
7 APR - 5 MAY
TH TH
Broadcast in Pubs

APRIL 7Th
20.12
14 APR - 4 MAY

60 second ad VERT / 30 second call to action

TH TH
Broadcast on TV

13 APR - 26 MAY
TH TH
broadcast in cinemas

39
APRIL
Best Integrated Marketing campaign
Take the stage
30 Second Spots

Three ‘CALL TO ACTIONS’ inspired the next generation of

Young british talent to PARTICIPATE AND take the stage...  
–– ACTIVATIONs LINKED BACK TO ASSETS
IN THE ‘TAKE THE STAGE ’60 SECOND AD

–– ALL 3 CTA TELEVISED DRIVING  TRAFFIC

TO THE ADIDAS WEBSITE  

SPORT STREET STYLE

D.Rose challenged Britain’s best ballers to win the chance Wretch 32 gave those with heart and passion the chance to David Beckham offered photographers who could capture
to shoot a round with Him. open up for him on tour. what no-one else can see to join him on set.
40 41
APRIL
Best Integrated Marketing campaign
Take the stage
The Activation Hub - CONVERT AND RETAIN

...and We gave them opportunity to showcase their news

adidas activation hub events

talent on the adidas activation hub

–– Multiple rewards across
sport,street and style categories
with different entry mechanics
500,000 views of the TV ad video content

–– Voting mechanics employed to

ensure consumers shared with
500+ unique users of facebook app

their ‘fan base’

–– We rewarded the best with money

7,500 entries on .com competitions
challenges trophy room
can’t buy experiences

–– Year long activity

250,000 reach across the fACEBOOK
NETWORK

42 43
APRIL
Best Integrated Marketing campaign
Take the stage
The Activation Hub - YEAR LONG ACTIVITY

Our winner went to Last week, Tobi our Kerry was our winner Brendan is currently
the SOLA awards and TTS winner got the and was invited into in Chicago having the
presented an award opportunity to go the studio to work on time of his life with
at the O2 with Eddie in the studio and a track with Maxsta. D Rose, hanging out
this week. write and produce ‘backstage’ with the
with Wretch and the Chicago Bulls.
‘renowned team’.

Michael was our Andrew was our Toni was selected as Dylan was our winner
winner and worked winner and went on the winner and was and featured in a video
in the studio with an all expenses paid given opportunity to with the Flawless
Example. VIP trip with Chelsea interviewed Devlin at boys.
FC, when they faced the adidas Originals
Juventus in the UEFA HQ in Covent Garden.
Champions League.

44 45
 Best Integrated Marketing campaign
Take the stage

With the Youth of GB

successfully inspired to
TAKE THE STAGE, adidas
matured the campaign from
a call to action to a rallying
cry to Great Britain...
47
APRIL
Best Integrated Marketing campaign
Take the stage
Wristband Activation

WE encouraged fans to go all in for team GB,

by wearing the team Wristbands with pride
–– voucher initiative with the Sun
newspaper encouraged purchase 1 MILLION + Pieces sold

–– Collaboration with JD sports

–– Launched in-store on June 1

–– Promoted via adidas EIM, the Sun,

TV and trade marketing

–– engaged twitter followers by TAKE THE TAKE THE

inviting them to POST PHOTOS

–– And rewarded competition winners

bar
with ‘gold dust’ Games Opening
tickets
WIN OPENING CEREMONY TICKETS
SWEATBANDS ON AND STRIKE A WEIGHTLIFTING POSE
TWEET US YOUR PIC TODAY@ADIDASUK
pedals
WIN OPENING CEREMONY TICKETS
POP YOUR TEAM GB SWEATBANDS ON AND SHOW US YOUR CYCLING MOVES
TWEET US YOUR PIC TODAY@ADIDASUK

#TAKETHESTAGE #TAKETHESTAGE

48 49
JUNE
Best Integrated Marketing campaign
Take the stage
Kitting out & Photo booth

...then undertook the largest kitting out IN HISTORY

–– Biggest ever investment in the Team
Kitting Out 6 WEEKS of press coverage

–– Included all athletes in the

experience, and enabled them to
have fun together 187,000 unique visitors to adidas.com

175,000
–– captured exclusive BTS content, sports kits handed out to the
and used it to engage and connect members of the British squad
with excited consumers

–– photobooth images distributed

through the media 900 Team Gb / PARA GB Athletes

26
–– 26 sets of pictures in Metro
between 19th June and 27th July Footwear innovations
- 4 featured on the cover

–– Images of Zara Phillips, Jessica

Ennis and David Cameron 70,000 volunteers

50
53
March TO August RETAIL CAMPAIGN AMPLIFIED IN TRADE

MEANWHILE WE WERE executing the single biggest retail

activation in the UK by a sports brand 

1,021 198
First time a single brand campaign has
been activated across every adidas
distribution channel

premium
included giant billboards, the instore branded
window installs
Harrods takeover, and high-impact spaces
concept windows nationally

Nominated for Media Design Award 2012

54 55
March TO August RETAIL CAMPAIGN AMPLIFIED IN TRADE

HIGHEST STORE HIGHEST PEAK

DAILY TURNOVER
for 7 CONSECUTIVE days At the height of the games
TAKINGS
At one point Oxford Street store wAS taking €9,000
our Stratford store took more money each day every six minutes.
thaN it normally TOOK in a week.

GLOBAL SALES OVER 100,000

RECORDS SMASHED UNITS SOLD
Our Oxford street store broke the global Sales record We sold over 100,000 units of stock in 3 weeks.
for sales taken in any single week.

56 57
harrods Windows nominated
for media design award 2012
harrods Windows nominated
for media design award 2012
harrods Windows nominated
for media design award 2012
July
Best Integrated Marketing campaign
Take the stage
Out of Home

re-enforcing the message of the spring

campaign, The ‘Take the Stage’ tagline was
bought to prominence again in July
1,500 6 sheets

200 Buses

100 Gold Buses

10 Mega portraits

66
We personalised each message to reveal the mindset of our olympians,
as they prepared for the biggest competition of their lives 10% of all outdoor advertising in london
owned during the olympics
67
Westfield olympic park

Shefield

spectacular billboards WERE installed

in key locations across the uk Cardiff
July
Best Integrated Marketing campaign
Take the stage
take the stage summer advert

5 ADVERTS Broadcast in 3 Phases

60 sec GB TAKE THE STAGE
30 sec INDIVIDUAL ADS WITH TOM, JESS, LOUIS AND PHILLIPS

60 sec GB TAKE THE STAGE

1 JUL - 26 JUL
ST TH

7 MILLION video on demand

6 Million Admissions Bought

( Cinema )

80% of all 16 - 34 year olds will see

the TV advert 4 times

70
July take the stage summer advert

With the LAUNCH OF THE TAKE THE STAGE Summer advert,

adidas lead the charge to create a nation of Team GB
super fans
–– Launch of second part of the Take the Stage advertising campaign
amplified the continuing excitement about the Olympics

–– Consisting of one group Team GB ad

–– and four ads focusing on individual athletes

–– adidas increased its reach by launching on 1st July in the first

ad break after the euro championship final

–– All work was sign posted to #takethestage

72 73

Athlete Manifestos
Phillips idowu
THE RUNNER-UP IS OUT FOR REVENGE.
HE’S GOT HIS LUCKY PINK BOXERS ON.
BUT HE’S NOT LEAVING IT TO CHANCE.
HE’S PUT THE SILVER IN THE ATTIC
BECAUSE HE’S COMING FOR GOLD.
74
Best Integrated Marketing campaign
Take the stage
JESSICA ENNIS
QUEEN OF THE HEPTATHLON.
AS EXPLOSIVE AS A FIREWORKS
FACTORY. THREE FRACTURES ALMOST
BROKE HER. BUT IN SHEFFIELD THEY’RE
MADE OF STEEL SO, HERE’S TO HER
COMEBACK NOW FOR HER CORONATION.
75
Athlete Manifestos
TOM DALEY
He was the housewives heartthrob
The apple of the Daley’s Angels
eyes. But he ’s not that 14 year old
boy anymore. He’s a man out to do
some damage.
So go on Tom, do him proud.
76
LOUIS SMITH
the underdog that creates upsets.
With THE looks to take your
daughter’s heart. And the
“Triple Russian” to take a medal.
Pressure doesn’t break him.
PRESSURE IS WHAT makes him.
77
July take the stage summer advert

Take the water. prayers and the nights and

the cold sweat wondering why you ever signed up for this. GREAT. this
BRITAIN. time will
Take the track and the field.
Take the risk of losing your pride and a chance of winning it
Take the fan mail.
Take the online marriage
back again.
Take the once in a lifetime never to be missed opportunity.
TAKE. never come
THE. again.
proposals and tabloid hysteria.
Take the glory.
Take the upset.
Take the odds-defying win against the favorites at their own game.
Take the knocks, the blows.
Take the pain.
Take the love.
STAGE.
The heartbreak and disappointment.
The life change and second chance.
Take the backlash, the criticism and be written off by people
who think you’rE just a kid.
Take the hopes of a Nation, the weight of 60 million silent

78
July
Best Integrated Marketing campaign
Take the stage
Westfield Photo booth Activation

a cuLmINation of THE PHOTOBOOTH IDEA gained

global notoriety when David Beckham surprised
60 Olympic fans
–– Amusing, exciting and heart- warming
Reactions were captured 3.2 MILLION Youtube views

32,000
–– huge INFLUX of TRAFFIC to adidas
DIGITAL chaNnels Shares

6,000
–– extensive COVERAGE IN UK PRESS and
PRint TITLES Mentions for #takethestage

–– FEATURED ON NATIONAL TV NEWS

coverage

–– activated in the UK
but WENT VIRAL globalLY

80
July
Best Integrated Marketing campaign
Take the stage
#Takethebaton

a fan-inspired tweet idea led to adidas’ opening

ceremony celebration #takethebaton
1
st
–– kick started a global phenomenon
ever Twitter relay
–– Fun way to engage users

–– users tweeted in high volume

–– causing it to trend organically on 1,793 unique #takethebaton mentions

Twitter

–– Drove traffic back to adidas UK’s

#takethestage marketing activity

82 83
July
Best Integrated Marketing campaign
Take the stage
Metro Cover wraps INSID E
Y O UR RE GU LAR ME TRO , P ACK ED
W ITH N EW S S PO RT & FE ATU RE S

OUR TEAM GB interviews unearthed insights that

bradleywiggins#takethestage D AY 2 SERIE S # 2 O F 17

inspired unique images and manifestos TAKE THE

–– Showed Team GB in an
unexpected light

–– enlivened the UK to get

behind Team GB
–– commissioned upcoming artists
and illustration talent

–– 3 stores gave away 100 prints  -

Oxford St, Covent Garden and
21% Londoners picked
up a copy to find
out more about the
advertising,
world on
Westfield of those:
–– Set the daily agenda in the capital Talked to,
–– Largest newspaper advertising
–– Produced t-Shirts using the 7% or tweeted friends
THE SPEEDSTER WITH SIDEBURNS
HE’S THE MOD WITH THE MIDAS TOUCH
athletes manifestos WHO’S RACING FROM THE TOUR
deal ever In London Tweeted adidas
5%
TO THE TIME TRIAL
WHERE HE’S LOOKING
–– Collectors items directly TO TURN YELLOW

–– 17 day takeover INTO GOLD

Visited the adidas

–– Front cover graphic "Without doubt this was the standout 7% store
bradleywiggins#takethestage

print campaign of the Olympics."

–– Back cover manifesto
13% Visited the adidas
website As a result
–– Inside cover competition
of the metro covers

86
 #takethestage reactive content

#takethestage Became part of the

adidas’ posted #takethestage adverts on
twitter and Facebook immediately before
each event and celebrated every appearance,
language of the Olympics capturing the mood of the nation

88
July Digital Change Up

adidas transformed the appearance of online @ADIDAS UK 2.5 MILLION views of adidas content from 14-24
year olds on Youtube
properties daily, in response to Olympic happenings
–– Engaged the digital audience  –– Gave fans access to athletes
128 MILLION million impressions of #takethestage
on Twitter since campaign began

–– created connection between fans,

Team GB and adidas
before anyone else

–– instant access with pics,

50,983 Tweets containing the
take the stage hash tag.

As a result the
interviews, press events

–– built one to one conversations on

49,530 interactions on facebook with
#takethestage

Number of visitors a daily basis

25% Increase 50,000 outdid Nike by close to 50,000
unique users
to adidas.com –– created reactive online content in size over period of #takethestage

doubled in july
within 15 minUTEs of an event

–– Brought medalists to twitter Q&A’s Uk growth to brand page on

50% engagement for growth for
brand page

and august immediately after their events  FaceBook reached peak from June
to July with over 10,000 new likes
in less than 30 days

90 91
August adidasunderground

For the Olympic period we took over Shoreditch’s SCHEDULE OF EVENTS

Village Underground - a renowned platform for new day 1 day 2 day 3
creative and cultural work ROLLAPALUZA bike
event in association
PERSONAL BEST - a
sports psychology
volt magazine
showcase east
London fashion
with fixed GEAR film by sam blair trends
adidas used the existing set up as a blank Twelve lifestyle / music events were curated, produced magazine
canvas to transform the space, creating and promoted in collaboration with key partners from
a bespoke live venue experience for a film, fashion and music. THEY took place in 3 custom
culturally savvy, opinion-leading audience. designed spaces within the venue, giving each event a
unique feel and context:
day 4 day 5
THE CHEMICAL
multiple projection mapped HD cinema BROTHERS : DONT
THINK - the immersive
FACTORY FLOOR 3D
SURROUND LIVE SHOW
audio visual theatre

‘rock n roll’ live gig experience

nightclub Microchip enabled wristbands digitally integrated guest experiences,

automatically linking their social media accounts to photo and video content.

92 93
August adidasunderground

day 6 SCHEDULE OF EVENTS

day 7
MUSIC ARIST &
day 8
MONIKER ART
day 9
GREEN SOCCER
PROJECTS PRESENTS ‘A JOURNAL PRESENTS AN
MANAGER AWARDS LOVE LETTER FOR YOU’, EVENING OF Fußball

THE STONE
LAUNCH a threeHD film in our interactive
screen urban art games room
symposium

ROSES LIVE at day 10 day 11 day 12

adidasunderground, FRANÇOIS K’S RUNNING THINGS WITH

filmed by Shane
RWD MAGAZINE LIVE CROOCKED TONGUES -
SURROUND SOUND celebrating the UK a sneaker exhibition
LOUNGE urban music scene with a sculptural
twist.

Meadows
The building was covered with 1200 posters of Metro coverwraps, which were
passed by more than 2 million people during the Olympic period.

94 95
August adidasunderground

RESULTS

14,000 132,000 1.87

event attendee event images million adidasunderground
tweets shared Facebook
onsite post was featured in
,500
7guest 1.65 views
emails million
event value
96 97
August #onlywayisennis

In a playful nod to pop culture, we created a unique,

witty hashtag to celebrate Jess Ennis’ final event
–– Connected tweet to TV campaign adidas UK encouraged conversation

–– Enabled consumers to share views

and support
14,554 using the hashtag that resulted in
14,554 tweets in only a couple of hours

–– Engaged in fun way with adidas UK

athletes

–– Connected with popular TV show

–– Encouraged conversation

“only way is Ennis.

She came, she saw,
she stole our heart.
RT to win her signed
running spike.”

98 99
August
Best Integrated Marketing campaign
Take the stage
Don’t Stop me Now

As The UK was overtaken with emotion and pride,

adidas were quick to create unique Team GB content -
bolstering the jubilant mood of the nation
Team Gb athletes lip synched to –– captured positivity and exhilation
Queen’s Don’t Stop Me Now of UK

video pulled together in just 48  hours –– Engaged fans, thanked athletes

–– celebration phase crucial to

completing olympic marketing
cycle

–– captured nation’s overwhelming

response to the Games

100
August
Best Integrated Marketing campaign
Take the stage
Don’t Stop me Now

The lyrics perfectly reflected the sucess of team GB

and the nation’s overwhelming response to the games

1.6 MILLION hits on youtube, as well as being

seen on national TV

119 Pieces of content

Number 1 viewed video on bbc.co.uk

102
August
Best Integrated Marketing campaign
Take the stage
#stagetaken

adidas echoed the UK’s sense of triumph with a

switched-around hashtag as the games drew to a close
–– strong impact

–– record-breaking engagement #STAGETAKEN One of the most successful twitter

campaigns with paid promotion

X3
–– one of most successful twitter
campaigns with paid promotion daily follower rate

–– Drove PRODUCT SELL-THROUGH

OF TEAM GB KIT

–– Increased awareness of the brand

X6 Average account mentions
for @adidasuk

online

–– Digital Conversation brought

30.8% engagement rate Vs an average
of 10%

new fans to the brand

104
OVER 17 million impressions
August
Best Integrated Marketing campaign
Take the stage
#stagetaken

...AND CONTINUED THE

CELEBRATIONS BY TAKING OVER
KEY OUTDOOR MEDIA WITH THE
#STAGETAKEN MESSAGE

106 107
 Best Integrated Marketing campaign
Take the stage

Engaged Metro readers with limited

one set of games was over,

poster offer

another begAN...

109
SEPTEMBER
Best Integrated Marketing campaign Best Integrated Marketing campaign
Take the stage Take the stage
Paralympic - t-shirt

adidas launched Supported by David Beckham, Tom Daley, Laura

the Front Line to Start Line t-shirt Trott and Pete Reed
–– limited edition T-shirt and cap in support of injured servicemen
and women in sport

–– donation from each sale to Front Line to Start Line Campaign

–– Available online for 7 weeks from 20 August - 3 October

–– All proceeds to charity

110 111
SEPTEMBER
Best Integrated Marketing campaign
Take the stage
Paralympic - t-shirt

NationWIDE Prince Harry photographed wearing T-Shirt

during Paralympic Games visit
Coverage
Coverage in National Print,
broadcast and online

6,025,339
National Print total circulation

3,408,858
Weekend National Print
total circulation

112 113
SEPTEMBER Paralympic - metro wraps

CREATED THE MOST ICONIC

MARKETING SYMBOLS OF
THE PARALYMPICS WESTFIELD STRATFORD, OLYMPIC PARK

114 115
SEPTEMBER
Best Integrated Marketing campaign
Take the stage
Paralympic - metro wraps

Our final Metro illustration celebrated the opening

of the Paralympics, and featured ellie sImmonds

116 117