It unleashed the “Ultimate Deadly Assault Course” pitch with the launch of the brand new adidas Predator boots riding on the hype of Euro 2012 and upcoming 2012 London Olympics. Comprising five deadly lethal zones – drive, sweet spot, first touch, pass and dribble, each zone allowed the participants to unbolt their destructive football skills and compete for the title of the nation’s ‘Deadliest Footballer’.
Set to strengthen adidas’ foothold as the market leader in football, the campaign challenged the participants’ technical and strategic understanding of the sport. Priority registration was given to consumers who had submitted their lethal ideas to co-design the Ultimate Deadly Assault Course to make it worthy of the title.
Targeted at 14 to 19 year old football fanatics, the campaign yielded over 1,000 suggestions and the best ideas were brought to life at Ngee Ann City Civic Plaza on 7th and 8th July. Over 500 consumers registered to take part while over 1,500 likeminded fans watched the action from the sidelines. The top five deadliest footballers were picked based on their timings and they won over S$2,300 worth of adidas vouchers and products.
“In the spirit of sportsmanship and competition, iris engineered an obstacle course co-created with ideas proposed by participants. The constructed Deadly Lethal Zones realised the submissions from fans into a larger than life setting and delivered a complete personal experience for consumers,” Craig Mapleston, MD, iris Singapore.
Through identifying passion points of its fans, adidas has managed to build more engaging experiences both offline at events such as the Unleash Deadly Challenge as well as online through its Facebook community which has grown by more than 28,000 fans over the period of this campaign.