© interPlay Pty Ltd

Objective>
adidas fragrances wanted to showcase its new products that were launched in the latter half of the year with a promotional and product awareness campaign with budget constraints.

Action>
We developed a unique promotion that incorporated adidas' other licencsed products during the highly anticipated footy finals season with national TV coverage and TVC placement. Each week over 4 weeks on Channel 9's Wide World of Sports program a promotional segment was designed with the hosts showcasing the product. To leverage this we also negotiated TVC placement nationally in and around the segment with a adidas' global football TVC. The attractive viewer prize pool of over $10,000 ensured a solid voting response and also provided the hosts with an upbeat talking point leading into Australia's sporting season finale. Viewers were directed to a creatively designed website to enter where they were also given product/stockist information as well as viewing the latest TVC.

Reaction>
"To capitalise on the Footy season finals and a highly targeted and engaged audience viewer-ship with Channel 9's WWOS, interPlay developed a unique TV campaign whereby the new adidas range of Men's Anti-Perspirant Deodorants were promoted by credible Sporting Icons such as Grant Hackett. In addition, interPlay delivered and negotiated a national TV campaign during the Footy Final season to ensure our brand ad received frequency and top of mind targeted exposure. The campaign overall was a success for adidas in that it was targeted, engaging to our consumer audience, and more importantly communicated our products unique point of difference with the competition offer and live reads from credible sporting affiliates" - Rose Duong, Senior Brand Manager COTY

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