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

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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

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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

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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

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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

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APPETITE

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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

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APPETITE

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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

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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

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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

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MESSAGE

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POST EVENT

THANKS

RISK MANAGEMENT VISUALIZING

GOALS

MESSAGE

MAIN EVENTS

ANTICIPATION

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APPETITE

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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

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ATMOSPHERE

APPETITE

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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

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APPETITE

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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