CREATING AN ANTHEM THROUGH AN EVENT
PROJECT: Chelsea FC Blue Day Out
CLIENT: Adidas / Chelsea FC
BRIEF: To celebrate Adidas’s new relationship with Chelsea FC by creating an emotive engagement with the Chelsea ‘tribe’; to drive Chelsea fans to the Adidas website.
CAMPAIGN: We developed the ‘Blue Day Out’ where fans were invited to Stamford Bridge to attend an open training session with the Chelsea squad, with entry only available to fans wearing the new Adidas shirt. The event was hosted by celebrity fan Johnny Vaughan. We recorded 15,000 Chelsea fans singing their new anthem ‘Campiones’, had the recording professionally produced by Paul Oakenfold, and made available to fans 48 hours later as an exclusive download on the Adidas website.
RESULT: Adidas received a huge number of site hits, and created a direct and instant relationship with Chelsea fans.