1,000,000 catch the Adidas Victory League

Challenge

We were was asked to develop a nationwide store-based roadshow that would deliver cost-effective trial of the adidas Victory League range of male health and beauty products.

An important secondary objective was to help Coty create the basis for a more proactive relationship with its key trade partners.

Solution

i2i developed a scaleable store-based solution with different layouts for both in-store and out of store executions.

i2i's eight teams delivered 130 days of consumer-facing activity in addition to six days at account head offices. The focus accounts were Asda, Tesco, Morrisons and Boots.

The football-based creative drove active participation and was intuitively attractive to both target consumers and gatekeepers.

The physical engagement was supported by PoS installations, secondary siting and a driver to fixture mechanic which created a complete consumer journey to the point of purchase.

Set up costs were minimised by reusing elements or giving them a secondary role, for example the branded football tables were used as prizes in trade promotions.

Our teams also supported PR stunts which included involving adidas ambassadors such as James Cracknell in the promotion.

Results

130,000 consumers trialed the product and it was seen by over one million.

70% of consumers who participated in the promotion visited the adidas Victory League fixture.

Double the anticipated number of items were sold, with i2i’s contribution helping Adidas Victory League become Coty’s most successful special edition initiative.

The initiative also helped to fundamentally raise Coty’s visibility with its trade customers and this benefit is being felt as new range additions are launched.