Raccoon was really excited to be invited to collaborate on the AW18 campaign for adidas and their Team Mode range. The brand had planned an activation to celebrate the launch of the new season’s football range and drive social reach. The objective was to engage fans in-store in a variety of ways and encourage them to interact with the football boots and try them.
The activation featured many elements to create the overall experience. In the two weeks leading up to it, an online campaign was launched to drive footfall and awareness of the event. The mechanic was a competition that required registration in-store to win a pair of football boots from the Predator, X, Copa or Nemeziz ranges. This delivered 700 entrants over the campaign weekend.
During the activation, fans were greeted by freestyle football duo the F2 Freestylers at the entrance of the flagship White City store. There was also a FIFA Challenge event in the ‘test and create’ area of the store with world champion Tekkz, followed by a tournament in-store to win prizes. The collaboration also included working alongside supplier Clifford French and Sony to provide PlayStation consoles for the event.
To drive interaction with the new range of trainers, adidas encouraged fans to try the Team Mode range by participating in the Sutu interactive sports wall which was set up in-store. The F2 Freestylers set the high score on the wall game and challenged consumers to take them on via social media.
Raccoon brought the activation to life with impactful brand production solutions. We created graphics and wayfinding signage for Westfield shopping centre to build anticipation for the event two weeks prior. Branding for the flagship store included vinyl graphics for the Sutu football cage, various foamex and PVC banners throughout the store and a social media wall for photo opportunities with the F2 Freestylers. We also produced competition and autograph cards.
Our fabrication team produced bespoke wooden shelving units and display plinths to showcase the new product range at the trial points throughout the store, which also featured graphics. In addition to installing all of the branding for the activation, we also installed the four PlayStation pods.
Overall, this activation succeeded in driving traffic to the flagship store, and the sell through of Team Mode footwear. The celebrity appearances amplified the reach of the event, as did the supporting online and offline campaign. Raccoon contributed with a range of cohesive high-quality brand production elements, a quick turn around and tight account management to ensure the activation was delivered on time and to budget.
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