Adidas India has launched an OOH campaign designed to create a buzz around the Fifa World Cup Russia 2018 and to create brand awareness about TelStar – the event's official football.
The one-month-long campaign, which was created by Dentsu Aegis Network’s media agency Carat and OOH agency Posterscope, aims to reach out to football players and fans across a range of age groups.
The OOH activation aims to generate curiosity among people as they pass by the site, which features a rope hanging by the unipole. As the video explains, one person pulling the rope is not enough to activate the event, instead, it required a so it combined team effort to pull the rope. As the rope was pulled, the “O” in the ‘GOAL’ moved up and a TelStar football dropped down for the people to play with.
The activation was hosted in Delhi, on the outer Ring Road at IP Park towards ISBT.
Sean Van Wyk, senior marketing director, Adidas India, said: “The love for football is growing massively in India with each passing year and we wanted to kick-start the celebration of the World Cup in an impactful way. The idea of this innovative billboard was to celebrate and reward the spirit of coming together as a team."
Rajni Menon, CEO, Carat India said: “This is yet another example of media convergence in planning where a superb activation on outdoors is working in tandem with digital. The objective was to drive innovation at local level with a scaled outreach to a larger online audience. It was a great way to celebrate the growing euphoria around Fifa in a way that brings out the pure joy of football.”
Aditya Goel, assistant vice president, Posterscope (North), said: “We wanted to fuel the passion of the fans before the kick-off of the Fifa 2018 and the thought was to bring the pure joy of football among all age groups in the neighbourhood. This idea is an amalgamation of emotions like joy, happiness, team work and hunger; the ingredients needed for a team to win.”