Adidas is highlighting the power of its new revolutionary boot, Nitrocharge, through a global multi-channel campaign that includes a special footballer-centric algorithm, consumers test groups, online games and more.
The traditional elements of the promotion include an ad campaign by the agency United State of Fans\TBWA, featuring a commercial that debuted at the UEFA Champions League Final in London and will be airing during major football events over the next weeks. The 1-minute spot, which seems to have a high voltage, is communicating the “winning never quits” idea and encouraging to “play like The Engine.” The energy-packed spot appeared on YouTube on May 16 and has already generated more than 5m views.
The marketing program also includes a profound, statistics-based element. Sports statisticians Opta were tasked to conduct a research to provide an insight into what “The Engine” player actually is and how he should play. They developed an algorithm, which was then used by Hill + Knowlton Strategies for a series of imaginative visuals, designed to explain the notion of “The Engine player” to consumers prior to the new product’s launch. The series of visuals worked as a teaser and helped start a conversation with a new boot in the adidas football family.
The boot has been also teased with the promotion in social media built around the #TheEngine hashtag. The We Are Social agency, which is behind the activation on social platforms, has also developed the “Power Pitch’ program that will see test groups of players wearing the new boot on the pitch to achieve the “Engine” results. The players for the test sessions will be created across the globe through special events in different markets including France, Italy, the UK and Brazil. The last one will also host the final Power Pitch event.
For a richer online experience, one can visit the nitrocharge.com site by Tribal DDB Amsterdam. The platform offers to engage with the new product by playing a mobile motion navigated game, get into “the Engine room” that works as an online hub for the social media and PR content of the global activation.
“The last silo launch was back in 2000 when we introduced the f50 but Nitrocharge is definitely the biggest silo launch ever. Bearing in mind this was over a decade ago, many things have changed, including our strategy. Unsurprisingly, the big difference has been a greater focus on the social and digital aspects of the media,” commented a spokesman for Adidas.