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Letting the consumer call the shots

Client: Adidas
Brand: adidas Predator

Football boot launches are usually pretty stilted affairs. But for the launch of the new adiPower Predator – a boot that gives players outstanding control of the ball – we wanted to do something different. Something that engaged a youth audience in a category where every brand and boot is battling for their attention.

The Extraordinary Idea: The boot gives players control, so we gave fans total control of some of the world’s best footballers. We brought Kaka, Nani and Van Persie to London to launch the boot…and let the fans Call The Shots. Through online videos, digital and social media; fans could suggest and vote on activities for the footballers and meet them at an unforgettable finale in a secret London location.

The videos have had over 1.2 million YouTube views to date, the website over 140,000 hits and the campaign picked up over £2 million worth of media coverage.

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