Adidas pools agency talent for Nitrocharge launch campaign

Adidas has pulled together five agencies to create an integrated multi-channel marketing campaign for the new Nitrocharge football boot in its biggest silo launch to date.

Lead comms agency United State of Fans\TBWA worked with global football PR agency Hill + Knowlton Strategies, social agency We Are Social, digital agency Tribal DDB Amsterdam and retail design agency Fitch on the project.

The campaign spanned advertising, comms, PR, digital, retail and experiential for the Nitrocharge launch, which kicked off with a 60-second TV campaign during the UEFA Champions League Final in London on 16 May.

The new boot, which joins the Predator, f50 and adiPure ranges, has been designed for a specific type of player, dubbed 'The Engine' and described as "someone who is always on, running, tackling and passing with relentless energy and absolutely no fear".

A spokesman for adidas said the most important element of the campaign was the integrated approach, which saw all five agencies working closely together and launching across all platforms simultaneously.

He added that the silo launch was adidas football's biggest to date and also represented its largest integrated marketing campaign outside of a FIFA World Cup. "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.

"Social marketing is now on a par with all the other disciplines, but the different strands are also heavily integrated, to the extent where they are one and the same. There are no longer clear lines marking the boundaries between them. Integration between the disciplines is vital."

The social campaign was led by We Are Social, which used the #TheEngine tag to drive interest in and tease the boot to fans ahead of the launch, while also working on a concept called 'Power Pitch', an event that is intended to identify the ultimate 'Engine' via a series of local events culminating in the Power Pitch final in 2014 World Cup host country Brazil.

The digital element is centred on the Tribal DDB Amsterdam-developed nitrocharge.com platform, which allows fans to engage with the brand via a digital experience that includes a mobile motion navigated game, a product experience and 'The Engine Room' social media and PR hub.

United State of Fans/TBWA worked on the creation of the Nitrocharge advertising capaign, including the TV ad, which has amassed more than 5m hits on YouTube, making it the most successful TV ad adidas has produced in terms of number of views.

"The response has been incredible," said the spokesman. "Again this was due to the integrated approach between adidas and our agencies, and it has given us some really useful insights as we develop future projects this year and move closer to the World Cup in 2014."

Meanwhile, Fitch developed the point of sale material for the campaign, including 2D graphic and 3D experiential design, while Hill + Knowlton Strategies used data from sports statisticians Opta to develop the idea of 'The Engine' and to create a story around this player type with football and sports media.

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