Business Challenge:
To launch their biggest store in the Middle East and the first ‘brand halo’ store in the region, adidas wanted to create a fully integrated marketing campaign – to drive hype, brand love and footfall to the new store.
Campaign Overview:
adidas’ halo store concept represents their best-in-class brand standard in the 5 most influential cities in the world, where the pinnacle of physical and digital come together to create remarkable retail experiences that are uniquely adidas.
Keeping local Arabic culture at the heart, this was delivered through the campaign platform ‘Create.DXB’. A series of experiences, live action and ATL film and social content – contributing to a fully integrated launch campaign.
Activity included large scale PR stunts featuring the region’s most famous footballer, Mo Salah, on the world’s tallest building, a drone show delivering key messages over the skies of Dubai – as well as in-store experiences, influencer amplification and retail displays.
My Role: Creative and Content Strategist (Dubai)
Strategist from brief and pitch response through to final execution
Content Strategist for ATL films created for amplification across adidas local and global channels
Concept and content storyboarding, copywriting, presentation creation
Experience ideation, planning and programming
Impact:
Effectiveness measurement currently being collated (Campaign Feb 2021)