adiClub Pro Pass activation
adidas briefed us to plan and execute a globally lead hero activation to activate new & existing members of the adiClub programme. This was done via a competition held in the adidas app where members worldwide could sign up for the chance to win the Pro Pass experience which was a 3 day visit to adidas HQ in Germany. Below I have outlined how we executed the experience all the way from the digital experience to the physical activation. IN APP RAFFLE My team and I delivered the sign up journey in app for over 20 markets to participate in. Working with so many market POCs, it was our role to sell the activation concept to markets and get their participation confirmed. Furthermore, we also ensured the activation had CRM/social support from all markets to maximise engagement. PRE-TRIP Following the end of the raffle, our winners were selected - each receiving a bag containing a head-to- toe outfit and other gear for the trip. Thus making sure the event content that we captured had no competitor brands and was all adidas branded. TRAVEL Members travelled to adidas HQ with a plus one in comfort from across the globe. They were picked up from the airport, and driven in a branded VIP shuttle to the World of Sports. WELCOME TO HQ welcomed at adidas HQ reception by our brand ambassadors with refreshments. Plus an intro talk and brief about the adiClub and their upcoming Pro Pass agenda. A full guided tour of the campus followed after lunch. DESIGN CREATIVE SESSION This session gave a unique insight into the adidas design process; the concepting, prototyping and creation from the product teams. Members got their say on designs that will ultimately be made, so they experienced contributing to a genuine live design project by voting on a range of concepts. MEMBERSHIP INSIGHT SESSION Here we wanted our members to learn what the adiClub programme meant to us, but also to learn what it meant to them. What could be improved? What did they want more of? By doing this, we wanted to make them feel valued and that we would take their ideas on board, and if feasible, execute them for future activations. TEAM BONDING A team yoga session and then workout in the gym, we made use of the world class sporting facilities we had on offer. Chill time On the cultural side we gave winners the chance to enjoy experiences together. This included bike rides around campus, team photo shoot, outlet visits, team dinners and a leisurely swim amongst other sports. Following the activation, we send out a survey to gain feedback. From the 26 guests, we received an average of 4.8 stars out of 5 rating of the event. Job done.
