Product: Adidas GLITCH
Title: GLITCH Takeaway Takeover
Media: Social Media (Instagram)
Country: United Kingdom
Date Of Campaign: 13/09/2018
Background: For the launch of adidas GLITCH’s new football ‘Prep Pack’ boot range, we needed to create a campaign that matched up to the brand’s unrivalled football reputation, whilst driving app downloads, selling out pre-orders and maxing out hype in London.
Idea: The pack was inspired by the hard work of training, and we knew that in London, hard work and long hours on the pitch are rewarded with serious play. So, we took GLITCH off the pitch and into a place our core audience of 14-19 year old, football playing Londoners, associate with a post-match reward – the local takeaway shop. Taking over a fast food restaurant in the heart of East London, we re- skinned the place entirely as GLITCH – rebranding every familiar touchpoint to create a hyper-authentic and legitimate takeaway shop, stacked with GLITCH product, exclusive apparel and topped off with a surprise performance from North London’s own drill rapper; Headie One. Via adidas’ social channels and DMs to select influencers, we challenged the GLITCH community to race down to the shop to score early product. Closing the event with a part wrap film part product ad, the experience brought together the GLITCH product, street football community and a massive dose of SAUS - for the ultimate takeaway takeover.
Results: Full sell-out of all product via pre-order within 9 hours.4x capacity of the event space on the night.420% increase of GLITCH app downloads.1.27 Million views across all channels within 6 hours.