The main goal of this project, in collaboration with Adidas Originals, is the presentation to the public and the launch of the new Hero Pack shoes, in order to enhance Adidas’ brand awareness and recognition broadening and reinforcing its market share. Fashionable and comfortable, the HP can be easily described with two words: lightness and technology. Consequently, these are the two main elements pervading the whole event, based on the theme of the space, the absence of gravity and the “difference”, the “abnormality”. The main colors of the “Adidas Be Different” event will be black, white and electric blue. The mascot will be shaped as a funny, cool but also mysterious alien, “Lheroy”.

2. MISSION
GOALS
MESSAGE
MAIN EVENTS
Our mission as “WildFire” Communication
Agency is to SPREAD THE MESSAGE.
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Our knowledge and capabilities are able to
constitute a fundamental tool for every
company aimed to diffuse a project, an
idea, a vision to its audience in the right
and effective way.

3. GOAL
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
The main goal of this project, in collaboration with
Adidas Originals, is the presentation to the public
and the launch of the new Hero Pack shoes by
Adidas. Fashionable and comfortable, the HP can
be easily described with two words: lightness and
technology.

4. THE MESSAGE
Be Different, be Original, be Adidas
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Consequently, lightness and technology
are the two main elements pervading the
whole event, which will be based on the
theme of the space, the absence of
gravity and the “difference”, the
“abnormality”.

5. ADIDAS' BRIEF
GOALS
MESSAGE

TARGET:
 18-25 years old
 90% male & 10% female
 Lisa & Ignacio

TIMING
 Spring - Summer 2013 (March-May)

BUDGET
 700 000 €
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS

6. EVENT
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
“Event into the event”
The whole activity will be focused around an “Happy
Street Hour”, an unconventional, simple but absolutely
not ordinary aperitivo.
During this “community moment”, the participants will
be able to assist to a “Fighting Gravity Show”, a
break dance performance, unconventional as well.

7. HOW ?
GOALS
The two principal elements of the event will be:
MESSAGE

The consumer involvement
MAIN EVENTS

Choice of who will perform the break dance show
 online Fighting Gravity Contest among Italian break
dancers

ANTICIPATION
Choice of the place where to stage the event
 online survey: “Choose your square”
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS

The rediscovery of the place we live in
POST EVENT
THANKS
The rediscovery of the place we live in
The consumer involvement

8. STRATEGIC MAP
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS

9. ONLINE CAMPAIGN
FIGHTING GRAVITY CONTEST
GOALS
CASTINGS, TALENT SHOW & TRAINING:
MESSAGE
1.
Adidas Fighting Gravity Team
•
25 participants chosen by our technical jury through casting
sessions.
•
Talent show level: “Adidas school” classes. Every week 3 of them
will be fired
•
The remaining 13 ones, after an additional month training, will
leave with Adidas for a 10 cities, 1 month and a half tour all over
Italy, the “Be Different Adidas Tour”.
2.
MAIN EVENTS
Additional 4 weeks training

In order to prepare and organize the tour with Adidas Originals
3.
10 weeks tour  around Italy with Adidas Originals
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS

10. ONLINE CAMPAIGN
FIGHTING GRAVITY CONTEST
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS

11. ONLINE CAMPAIGN
FIGHTING GRAVITY CONTEST
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
Advantages of Fighting gravity online contest:
Internet users are the protagonists
Adidas Originals brand will be associated with seeking
talent
Creates involvement/traffic
It could even be supported by other media (TV)
e.g. MTV
APPETITE
SOUVENIRS
POST EVENT
THANKS
Participating to this project Adidas will:
• gain visibility
• create involvement among the potential audience of the
event.

12. ONLINE CAMPAIGN
HAPPY STREET HOUR
GOALS
ADIDAS HAPPY STREET HOUR
MESSAGE

MAIN EVENTS
ANTICIPATION

Facebook Page

online survey: “Choose your square!”  vote among 5 squares
in the city where the aperitivo will take place

Events web pages for the 10 different cities events
Twitter account
ARRIVAL
ATMOSPHERE
APPETITE
Advantages:
Internet users are the protagonists
Creates involvement/traffic
It is cheap
It is fun
SOUVENIRS
POST EVENT
THANKS
Adidas can:
Use survey responses as a base to forecast the minimum affluence to
the event
gain a “social” return of image

13. ONLINE CAMPAIGN
APPS and OTHER TECHNOLOGIES
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
 iAdidas App
 25 italian cities linked to the the 25 most popular old models
of Adidas shoes.
 Link with Adidas history
 Increase of the brand awareness
The invisible alien (Les Liens Invisibles)
 It can be used as a Guerrilla Marketing tool
Video “Be Different”
Linked to the message “be extraterrestrial, be different”
SOUVENIRS
POST EVENT
THANKS
http://www.youtube.com/watch?v=G3Giz4fUQxM&featur
e=youtu.be

14. ONLINE CAMPAIGN
APPS and OTHER TECHNOLOGIES
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
iButterfly
SOUVENIRS
POST EVENT
THANKS
The invisible pink unicorn

15. GUERRILLA MARKETING
GOALS
MESSAGE
MAIN EVENTS
 Crosswalks shaped like tracks and trefoiled logo
 Monuments with shoes
ANTICIPATION
ARRIVAL
 Adidas Solar System in the main square of each
one of the 10 cities
ATMOSPHERE
APPETITE
 Alien – shaped magnets to be put around the city
(on motorcycles and bicycles)
SOUVENIRS
POST EVENT
THANKS
 Alien mascot  going around the city and
distributing flyers, gadgets, etc…

16. GUERRILLA MARKETING
VISUALIZING
GOALS
MESSAGE
Hero Pack Crosswalks
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
Monument with Hero Pack shoes (1)
THANKS

17. GUERRILLA MARKETING
VISUALIZING
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Monument with Hero Pack shoes (2)

18. GUERRILLA MARKETING
VISUALIZING
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
Adidas Solar System
POST EVENT
Lheroy, the mascot
THANKS

19. GUERRILLA MARKETING
VISUALIZING
GOALS
MESSAGE
Be Different poster and flyer
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS

20. PASSING THROUGH THE STORE
BRACELETS
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Bracelet: 3 free drinks
different colours distinguishing people under 18 and over 18.
Whoever will show up without the bracelet:
 Will have to pay the drink
 Will be asked to show his/her ID, in order to identify him/her
as an under or over 18.
Numbered bracelets linked to a lottery held during the event:
1. The first 3 numbers drawn will get a 100€ coupon to be spent
inside an Adidas Original store;
2. The second 5 numbers extracted will get a pair of Hero Pack
shoes;
3. The third 5 numbers extracted will get a 30% discount on the
new pair of shoes

21. PASSING THROUGH THE STORE
“BE DIFFERENT CORNER”
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Creation of a “limited edition gadgets” corner in
every Adidas store:
 T-shirts
 Suit
 Alien puppet
 Caps
 iPhone and Blackberry covers

22. PASSING THROUGH THE STORE
“BE DIFFERENT CORNER”
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS

23. HAPPY STREET HOUR
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
SQUARES
Choice criteria
 Dimension
 Popularity of the venue
 Proximity to the city center
 Safety measures
ATMOSPHERE
Milan, an example:
APPETITE
SOUVENIRS
POST EVENT
THANKS
•
•
•
•
•
Piazza Duomo
Piazza Duca D’Aosta
Piazza San Lorenzo
Piazza Castello
Piazza San Fedele

24. ATMOSPHERE
HAPPY STREET HOUR
GOALS
MESSAGE
HAPPY STREET HOUR ATMOSPHERE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
 2 Bar Saturn-shaped to distribute the drinks
 4 desks shaped in a futuristic way distributing food
 Heineken bottles: Lheroy drawn on them
 Waiters, barmen, security staff
 Adidas Sofas
Outfit waitress

25. ATMOSPHERE
VISUALIZING
GOALS
MESSAGE
San Fedele square layout
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
Outfit waiter (1)
THANKS

26. ATMOSPHERE
VISUALIZING
GOALS
Outfit waiter (2)
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
San Fedele square layout (2)

27. THE FIGHTING GRAVITY SHOW
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
FIGTHING GRAVITY PERFORMANCES
SOUVENIRS
POST EVENT
THANKS
 http://www.youtube.com/watch?v=P-RXohKepp4
http://www.youtube.com/watch?v=4qCDn5SjcTs

28. FOOD
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
“Finger food”
Bakery products: pizza, focaccia, panzerotti…
To avoid queues at the stands of food and beverage, we will
hire unconventional waiters dressed according to the Jason,
Lisa and Ignacio style (of course wearing the new shoes).
They will be moving around the square with baskets and
buckets full of food and beer.

29. BEVERAGE
CO-BRANDING WITH HEINEKEN
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
A co-branding agreement will be stipulated with Heineken,
one of the most famous beer brand in Italy.
 creation of a special edition aluminium bottles
customized with the brand Adidas
WHY HEINEKEN BEER?
 it’s coherent with the target
 It’s light
 It’s ecologic
 It’s safe
 It’s linked to the street style
 free alcohol beer can be distributed to under 18 guys

30. BEVERAGE
CO-BRANDING WITH HEINEKEN
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Heineken aluminium
bottle sample

31. MEMORIES
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
Since memories stay forever, why don’t provide our
participants with something which will remember them about
the great night they had with Adidas? Key rings and little
alien puppets seem to be a good choice!

32. RISK MANAGEMENT
GOALS
SINE QUA NON
Possible Situation
Severity of the
impacts
Probability of the
occurrence
Appropriate
Management
Measures
Rain
Low
High
Big tents provided over
the bars, audience and
the stage
Raincoats and
umbrellas provided
Overcrowded
Medium
Medium
Venue directors help to
split participants into
groups
Body injury or death
High
Low
One ambulance
equipped with 2
doctors at hand for any
emergency.
Earthquake
High
Very Low
Nothing
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS

33. RISK MANAGEMENT
VISUALIZING
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS

34. RESULT EVALUATION
GOALS
MESSAGE
MAIN EVENTS
ANTICIPATION
ARRIVAL
ATMOSPHERE
APPETITE
SOUVENIRS
POST EVENT
THANKS
1. Exposure
The number of direct/indirect participants exposed to the
event message
2. Satisfaction
Participant satisfaction
3. Cognitive/affective impacts
The impact on brand awareness/image
4. Business impacts
The impacts on the company activity resulting from the
cognitive/affective impacts
5. ROI
The comparison between monetary benefits of the business
impact and the costs of the event

35. RESULT EVALUATION
GOALS
MESSAGE
LEVELS
METRICS
Exposure
The number of
contacts:65000
INDUSTRY
BENCHMARK
APPETITE
SOUVENIRS
POST EVENT
THANKS
Cost per contact
200 000
20 000
350 000
# of press articles
15
# of blog posts
40
10
# of posts related on online forums
Quantity and
Quality of media
coverage
10 000
# of visits on official website
ATMOSPHERE
# of fans on Facebook fan page
# of followers on twitter
ARRIVAL
1 000*10=20.000
# of visits on YouTube channel
ANTICIPATION
# of actual participants
# of TV/radio reports
MAIN EVENTS
150
10.08

36. RESULT EVALUATION
GOALS
Participant
Satisfaction
SINE QUA NON
As a whole
Single elements
85%
Registration
ATMOSPHERE
73%
Security
Surveys
70%
Drinks
Cognitive/
Affective
Impacts
92%
Catering Services
ARRIVAL
75%
Fighting gravity Dance
ANTICIPATION
72%
Length of the event
MAIN EVENTS
60%
Venue (Squares)
MESSAGE
89%
APPETITE
90%
Product/Brand Recognition
Control
Group
Product/Brand Recall
99%
Pre-event
80%
Post-event
100%
Business
Impacts
Increased Sales of new products
35%
Additional Sales in general
23%
ROI
Event Revenue
SOUVENIRS
254 500.00
Sales growth
POST EVENT
Merchandising
400 000,00
Event Investment
THANKS
655 235,00
(Event Revenue-Event Investment)/Event Investment
0.099