adiClub King Abdullah Sports City Stadium

adidas MENA created an RFP to several agencies to activate Members Week for the first time in their region. Up against 4 other agencies we pitched and won the business with our plan of 5 separate activations taking place in Egypt, UAE, and Saudi Arabia. This activation concerns what we got up to in Saudi Arabia. The 'Why' From local team insights, we knew KSA was mad about football. And with the brand new King Abdullah Sports City stadium in Jeddah and the release of the new KSA adidas football jersey, we thought this the perfect time to reward our members there with a real money can't buy experience. The 'How' During members week 2023, we ran a raffle via the adidas flagship app where members based in KSA could sign up and win the chance to spend an Evening At The King Abdullah Sports City stadium. Following the end of the sign up period, 10 winners (each allowed to bring a plus 1) were randomly selected to be the lucky guests. Following comms with each winner, we organised every aspect of their trip; travel, accommodation, outfits, food. So when they stepped off the train/plane, they only had to worry about having fun. The 'What' We organised a packed agenda at the stadium including: product giveaway where the guests received a personalised KSA football jersey, a bespoke seeding box - all presented to them in the home changing room at the stadium as if on match day. After that with a local influencer (Bashar Arabi) we had an on pitch content creation session followed by dinner and drinks in the Stadium player's area. This money can't buy experience is exactly what adidas MENA were looking for to reward the adiClub members for their loyal support of the brand.