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Iris

Core disciplines: Advertising/Creative, CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)

One of the Top 30 most viewed agencies for 2017

#ThereWillBeHaters

Launching adidas' 'There Will Be Haters' across Europe

 

Cannes Integrated Cyber Lion Winner 


€2.5BN Record sales for adidas Football

adidas Football has claimed the leading market position in Western Europe’s five key cities

Daring adidas to embrace modern social engagement around football in a way no other brand had done before - reigniting the brand with a Millennial audience

adidas #THEREWILLBEHATERS Case Film from irisworldwide on Vimeo.

The Challenge

For nearly 40 years, sports brands have inspired us with iconic advertising.
 But the rules of the game have changed. A new generation are more interested
in the YouTube comments than the TV ads.

adidas is the football brand, supplying boots and kit to the best players and teams. However, this position as the ‘traditional’ brand started to cause problems – our young consumers across Europe were being seduced by newer, seemingly more fun, competitors. adidas was still admired
– but Nike was desired.

Our Approach

We re-framed the brand’s role from kit maker to Supplier of Confidence. Players need full confidence to play at their best, and abuse from opposing fans and players chips away at that.

Our answer? To embrace the abuse. To turn the negative comments into motivation. To recognise that the hate was actually
a sign that you were doing something right.

Inspiring love...and hate

#THEREWILLBEHATERS is a bulletproof campaign that actively encourages ‘hate’. It calls out the trolls before they’ve even said a word, and turns negative attitudes into motivation.

We kicked off the content-led, 360 campaign with a brutally honest film, released onto adidas’ digital and social channels.

A global movement

We knew for #THEREWILLBEHATERS
to work on a global stage, it had to live in the places where our audience not only talked about football - but received (and gave...) the hate. We set up a social newsroom within adidas and responded to every single consumer post across the world, both positive and negative.

To drive relevancy in different regions, we recruited adidas’ global ambassadors and influencers. Everyone from Lionel Messi to Mesut Ozil got involved.

We received record engagement and participation from our audience. Nike sponsored players even started sharing the adidas content!

Global to local creative

To ensure our UK created campaign could be activated across the globe, we developed a suite of assets featuring a whole host of global football stars. Each one resonating within their local regions.

ATL and retail toolkits were rolled out across Europe. Global guidelines for social also helped local market teams to identify a ‘Haters’ moment, and how to shape responses.

All campaign content was designed to lead customers into adidas stores, both physical and online. And the boots started to fly off the shelves...in every country that adidas trades.

 

Results

adidas Football has claimed the leading market position in Western Europe’s five key cities (London, Paris, Barcelona, Milan, Berlin). 


€2.5BN Record sales for adidas Football 


Cannes Integrated Cyber Lion Winner 


Gold Clio Sports Award

5 Campaign BIG Awards

APG Silver Award

45M Film views (KPI was 10M over 3 months) 


9M Engagements 


65% Increase in traffic to product website 


63% More hash tag uses than Nike’s #riskeverythingcampaign 


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