Take The Stage, adidas London 2012 rallying cry, is its biggest ever campaign and has been rolling out through April through multiple strands and channels.
The campaign’s umbrella objective is to build self belief and encourage the citizens of the Olympic host nation not to be afraid of sharing their talents (sporting, musical and creative) with the rest of the world. The idea is that the eyes of the world will be on the UK this summer and Britain’s should make the most of the opportunity.
This aim reflects adidas’ underlying communication philosophy which is built around inspiring people to take action. Take The Stage is a perfect example of this philosophy.
The campaign includes a series of TVCs: from a central campaign spot, to ads promoting adidas’ Sport, Street and Style product lines.
The main April 7 launch TVC premiered at 20:12 during the UK’s current top-rated commercial TV show (Simon Cowell’s Britain’s Got Talent) and showcases the Stella McCartney/adidas official Team GB kit. The 60-second commercial tries to inspire audiences to take their own paths.
It stars big name British athletes such as cyclist Victoria Pendleton, diver Tom Daley and Gymnast Louis Smith. To emphasise that thee Take The Stage initiative is about more than just Olympic sport, the TV work also features cricketer Kevin Pietersen, singer Katy Perry and comedian de jour Keith Lemon.
The launch ad’s narrative outlines a story of how anyone can go from the top deck of the bus to the top of the charts overnight. The music connection continues with a commercial soundtrack by rapper and adidas ambassador Wretch 32 (which, is available for download it from the website).
The other three spots, all 30-seconds long, for the brand’s other product lines feature big name brand ambassadors inviting viewers to Take The Stage by entering a set of Take The Stage competitions. The campaign is giving British youths a chance to work with professionals across different fields they hope to be successful in.
Prizes include photographing David Beckham, opening for Wretch 32 on stage during his upcoming tour or ball for the Chicago Bulls Derrick Rose (who sadly tore his ACL in the NBA play offs this week).
Further activity revolves around the brand’s website at www.adidas.com/all2012 and its Facebook page at www.facebook.com where Keith Lemon will feature in additional Team GB-themed content.
But it is Twitter, @adidasUK, that is perhaps the medium that has been at the forefront of the campaign’s launch with an unprecedented focus on the #takethestage hashtag,
adidas leveraged their strength in the leading British sport football and made sure that their own football star ambassadors were heavily involved in the Take The Stage launch too.
Easter weekend saw a slew of adidas backed brand ambassadors, including Gareth Bale, Stewart Downing, Steven Gerrard, Jack Rodwell and Ashley Young, wear adidas football boots embroidered with the #TakeTheStage hashtag. The hashtag also appeared on the TV interview backing boards for adidas sponsored Barclays Premiership clubs that weekend.
“Our new ‘Take The Stage’ campaign is designed to showcase London, but also the talent that exists within Great Britain,’ explains UK marketing director Nick Craggs. “Adidas is providing young people across Britain with once-in-a-lifetime opportunities that could change their lives. We feel the campaign is a great way to celebrate London and inspire the rest of Britain.”
Comments:
This campaign clearly understands that in today’s marketing environment brands need to do something for potential consumers. To be useful in return for engagement!
Take The Stage is much more than a call to action. It is about offering unique opportunities
It’s also interesting to see that both official London 2012 and Team GB partner adidas and arch rival Nike are blending music and culture within a primarily sports-led campaign.
Are we going to see more of this blurring of the traditional sponsorship lines in the future?
Both brands have also placed Twitter at the heart of the launch phase of their summer campaigns with adidas’ #takethestage being mirrored by Nike’s #makeitcount.
Links:
@adidasUK
Leave a comment
You must be logged in to post a comment.