Date post: | 21-Oct-2014 |
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GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Our mission as “WildFire” Communication
Agency is to SPREAD THE MESSAGE.
Our knowledge and capabilities are able to
constitute a fundamental tool for every
company aimed to diffuse a project, an
idea, a vision to its audience in the right
and effective way.
MISSION
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
The main goal of this project, in collaboration with
Adidas Originals, is the presentation to the public
and the launch of the new Hero Pack shoes by
Adidas. Fashionable and comfortable, the HP can
be easily described with two words: lightness and
technology.
GOAL
THE MESSAGE Be Different, be Original, be Adidas
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Consequently, lightness and technology
are the two main elements pervading the
whole event, which will be based on the
theme of the space, the absence of
gravity and the “difference”, the
“abnormality”.
ADIDAS' BRIEF
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
TARGET:
18-25 years old
90% male & 10% female
Lisa & Ignacio
TIMING
Spring - Summer 2013 (March-May)
BUDGET
700 000 €
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
“Event into the event”
The whole activity will be focused around an “Happy
Street Hour”, an unconventional, simple but absolutely
not ordinary aperitivo.
During this “community moment”, the participants will
be able to assist to a “Fighting Gravity Show”, a
break dance performance, unconventional as well.
EVENT
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
The two principal elements of the event will be:
The consumer involvement
Choice of who will perform the break dance show
online Fighting Gravity Contest among Italian break dancers
Choice of the place where to stage the event
online survey: “Choose your square”
The rediscovery of the place we live in
The rediscovery of the place we live in The consumer involvement
HOW ?
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
STRATEGIC MAP
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
CASTINGS, TALENT SHOW & TRAINING:
1. Adidas Fighting Gravity Team
• 25 participants chosen by our technical jury through casting sessions.
• Talent show level: “Adidas school” classes. Every week 3 of them will be fired
• The remaining 13 ones, after an additional month training, will leave with Adidas for a 10 cities, 1 month and a half tour all over Italy, the “Be Different Adidas Tour”.
2. Additional 4 weeks training
In order to prepare and organize the tour with Adidas Originals
3. 10 weeks tour around Italy with Adidas Originals
ONLINE CAMPAIGN FIGHTING GRAVITY CONTEST
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
ONLINE CAMPAIGN FIGHTING GRAVITY CONTEST
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Advantages of Fighting gravity online contest:
Internet users are the protagonists
Adidas Originals brand will be associated with seeking
talent
Creates involvement/traffic
It could even be supported by other media (TV)
e.g. MTV
Participating to this project Adidas will:
• gain visibility
• create involvement among the potential audience of the
event.
ONLINE CAMPAIGN FIGHTING GRAVITY CONTEST
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
ADIDAS HAPPY STREET HOUR
Facebook Page
online survey: “Choose your square!” vote among 5 squares in the city where the aperitivo will take place
Events web pages for the 10 different cities events
Twitter account
Advantages:
Internet users are the protagonists Creates involvement/traffic It is cheap It is fun
Adidas can: Use survey responses as a base to forecast the minimum affluence to the event gain a “social” return of image
ONLINE CAMPAIGN HAPPY STREET HOUR
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
iAdidas App
25 italian cities linked to the the 25 most popular old models
of Adidas shoes.
Link with Adidas history
Increase of the brand awareness
The invisible alien (Les Liens Invisibles)
It can be used as a Guerrilla Marketing tool
Video “Be Different”
Linked to the message “be extraterrestrial, be different”
ONLINE CAMPAIGN APPS and OTHER TECHNOLOGIES
http://www.youtube.com/watch?v=G3Giz4fUQxM&featur
e=youtu.be
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
The invisible pink unicorn
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
ONLINE CAMPAIGN APPS and OTHER TECHNOLOGIES
ARRIVAL
iButterfly
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Crosswalks shaped like tracks and trefoiled logo
Monuments with shoes
Adidas Solar System in the main square of each
one of the 10 cities
Alien – shaped magnets to be put around the city
(on motorcycles and bicycles)
Alien mascot going around the city and
distributing flyers, gadgets, etc…
GUERRILLA MARKETING
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Hero Pack Crosswalks
GUERRILLA MARKETING VISUALIZING
Monument with Hero Pack shoes (1)
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
GUERRILLA MARKETING VISUALIZING
Monument with Hero Pack shoes (2)
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
GUERRILLA MARKETING VISUALIZING
Adidas Solar System
Lheroy, the mascot
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
GUERRILLA MARKETING VISUALIZING
Be Different poster and flyer
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Bracelet: 3 free drinks
different colours distinguishing people under 18 and over 18. Whoever will show up without the bracelet:
Will have to pay the drink Will be asked to show his/her ID, in order to identify him/her as an under or over 18.
Numbered bracelets linked to a lottery held during the event:
1. The first 3 numbers drawn will get a 100€ coupon to be spent
inside an Adidas Original store;
2. The second 5 numbers extracted will get a pair of Hero Pack
shoes;
3. The third 5 numbers extracted will get a 30% discount on the
new pair of shoes
PASSING THROUGH THE STORE BRACELETS
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Creation of a “limited edition gadgets” corner in
every Adidas store:
T-shirts
Suit
Alien puppet
Caps
iPhone and Blackberry covers
PASSING THROUGH THE STORE
“BE DIFFERENT CORNER”
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
PASSING THROUGH THE STORE
“BE DIFFERENT CORNER”
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
SQUARES
Choice criteria
Dimension
Popularity of the venue
Proximity to the city center
Safety measures
HAPPY STREET HOUR
Milan, an example:
• Piazza Duomo
• Piazza Duca D’Aosta
• Piazza San Lorenzo
• Piazza Castello
• Piazza San Fedele
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
HAPPY STREET HOUR ATMOSPHERE
2 Bar Saturn-shaped to distribute the drinks
4 desks shaped in a futuristic way distributing food
Heineken bottles: Lheroy drawn on them
Waiters, barmen, security staff
Adidas Sofas
ATMOSPHERE HAPPY STREET HOUR
Outfit waitress
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
ATMOSPHERE VISUALIZING
Outfit waiter (1)
San Fedele square layout
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
ATMOSPHERE VISUALIZING
San Fedele square layout (2)
Outfit waiter (2)
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
THE FIGHTING GRAVITY SHOW
http://www.youtube.com/watch?v=P-RXohKepp4 http://www.youtube.com/watch?v=4qCDn5SjcTs
FIGTHING GRAVITY PERFORMANCES
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
“Finger food”
Bakery products: pizza, focaccia, panzerotti…
To avoid queues at the stands of food and beverage, we will
hire unconventional waiters dressed according to the Jason,
Lisa and Ignacio style (of course wearing the new shoes).
They will be moving around the square with baskets and
buckets full of food and beer.
FOOD
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
A co-branding agreement will be stipulated with Heineken,
one of the most famous beer brand in Italy.
creation of a special edition aluminium bottles
customized with the brand Adidas
WHY HEINEKEN BEER?
it’s coherent with the target
It’s light
It’s ecologic
It’s safe
It’s linked to the street style
free alcohol beer can be distributed to under 18 guys
BEVERAGE CO-BRANDING WITH HEINEKEN
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
BEVERAGE CO-BRANDING WITH HEINEKEN
Heineken aluminium
bottle sample
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Since memories stay forever, why don’t provide our
participants with something which will remember them about
the great night they had with Adidas? Key rings and little
alien puppets seem to be a good choice!
MEMORIES
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
RISK MANAGEMENT
Possible Situation Severity of the
impacts
Probability of the
occurrence
Appropriate
Management
Measures
Rain Low High Big tents provided over
the bars, audience and
the stage
Raincoats and
umbrellas provided
Overcrowded Medium Medium Venue directors help to
split participants into
groups
Body injury or death High Low One ambulance
equipped with 2
doctors at hand for any
emergency.
Earthquake High Very Low Nothing
SINE QUA NON
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
RISK MANAGEMENT VISUALIZING
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
1. Exposure
The number of direct/indirect participants exposed to the
event message
2. Satisfaction
Participant satisfaction
3. Cognitive/affective impacts
The impact on brand awareness/image
4. Business impacts
The impacts on the company activity resulting from the
cognitive/affective impacts
5. ROI
The comparison between monetary benefits of the business
impact and the costs of the event
RESULT EVALUATION
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
RESULT EVALUATION
LEVELS METRICS INDUSTRY
BENCHMARK
Exposure The number of
contacts:65000
# of actual participants 1 000*10=20.000
# of fans on Facebook fan page 10 000
# of visits on YouTube channel 200 000
# of followers on twitter 20 000
# of visits on official website 350 000
Quantity and
Quality of media
coverage
# of press articles 15
# of blog posts 40
# of TV/radio reports 10
# of posts related on online forums 150
Cost per contact 10.08
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
SINE QUA NON Participant
Satisfaction
As a whole 85%
Single elements Registration 60%
Venue (Squares) 72%
Length of the event 75%
Fighting gravity Dance 92%
Catering Services 70%
Drinks 73%
Security 89%
Cognitive/
Affective
Impacts
Surveys Product/Brand Recall 90%
Product/Brand Recognition 99%
Control
Group
Pre-event 80%
Post-event 100%
Business
Impacts
Increased Sales of new products 35%
Additional Sales in general 23%
ROI Event Revenue Merchandising 254 500.00
Sales growth 400 000,00
Event Investment 655 235,00
(Event Revenue-Event Investment)/Event Investment 0.099
RESULT EVALUATION