Adidas
Type of innovation: Digital/Technology
Company Name: Five by Five
Company function: Five by Five are a Digital Communications Company
Function of Innovation: Using new technology to engage youth audience, Five by Five created a bespoke desktop communications application for adidas as part of their +10 World Cup Campaign. The application worked by enabling football fans across the world to download a piece of software to their desktop that had the following features.
- The football fan could select one of the following players to have on their
desktops; Beckham, Lampard, Gerrard, Cole, Neville, King, Wright-Phillips, Richardson, Kirkland, Defoe, Dyer, Duff, Robben, Cisse and Jose Mourinho. Each player had a number of special moves that the fan could select.
- Fans could set up RSS feeds, allowing them to have all of their football related news delivered to them.
- Fans were given exclusive access to rich media content, including behind the scene footage of top players, previews and interviews.
- Adidas was able to communicate directly with these fans, sending them the news updates.
Who will/has it benefited what has it achieved?: This was the first time any agency in the world had been able to offer such a sophisticated desktop communication application using video.
The quality of the download players was so realistic it was almost like having the real player on your desktop.
Thousands of footie fans downloaded the footballers to their desktops and the client said AdMonkey™ technology had “added a new dimension to our campaign. To sit on thousands of desktops allows us to communicate our messages in a unique and creative way, complementing our brand.”
Adidas directly benefited from this innovation as they were able to communicate with their target audience in a completely innovative way, allowing them to stand out from their competitors. They were also able to showcase their football kits and boots on the players and were given the opportunity to target a specific and interested section of the market.
Five by Five benefited as they were given the opportunity to use their creative and technological capabilities to come up with a world first.
This type of application is first for the world
Development: It took 3 months to develop, process and approve this innovation. As the project was being commissioned by adidas their approval was needed.
How it was supported: The innovation was funded by addias as this campaign was a project won by Five by Five.
Prior to wining this work Five by Five had already invested a great deal of time creating a bespoke software programme Admonkey™ and it was this software that made this innovation possible.
Website address: www.fivebyfivedigital.com
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