Official Olympic and Team GB sportswear partner Adidas used the final of Euro 2012 to unveil the next phase of its #Take The Stage’ London 2012 campaign.
Led by a set of new TV spots, the latest work focuses on the British stars who the nation hopes will be lighting up the games for the home team next month.
The ads include star footage accompanied by individual athlete monologues describing their personal journeys and their pride at taking the world stage in London this year.
UK athletes Jessica Ennis, Tom Daley, Louis Smith and Phillips Idowu all feature in the TV creative and each athlete narrates their own version of the central commercial.
The campaign includes both outdoor and digital support for the TV activity and will run for six weeks.
A wide range of digital output running across the brand’s dedicated site,www.adidas.com/all2012 website, as well as across its Facebook and Twitter (using the handle @adidasUK and the hashtag #takethestage).
Like the above-the-line work, the digital activity is led by UK stars such as Pete Reed, Laura Trott and Olympic footballers.
‘Take The Stage’, billed as the brand’s biggest-ever marketing initiative, is being developed with agency Sid Lee and first launched when the Team GB Olympic kit was unveiled in late March.
The advertising phase then followed in April (see previous case study).
The overall objective is to support and encourage Brits to share their talents (sporting, musical and creative) with the rest of the world. The idea is based on the fact that the eyes of the world will be on the UK this summer and Britons should make the most of the unique, once-in-a-lifetime opportunity.
This aim reflects adidas’ underlying communication philosophy which is built around inspiring people to take action.
‘It is time for the Adidas brand to “Take the Stage” and the plan we have in place for Games time will ensure that, not only are we highly visible as a brand, we also connect with all audiences with a unique campaign that showcases our sponsorship of both Team GB and the London 2012 Olympic and Paralympic Games,’ says Adidas UK marketing director Nick Craggs.
‘Working closely with Team GB athletes we gain a unique insight into the highs and lows of their personal development and we wanted to try to capture and share these emotional journeys.’
As a UEFA sponsor, adidas cleverly leverages its Euro 2012 sponsorship to lead on to its London 2012 partnership.
Rather than face accusations of cluttering the two campaigns, has adidas boldly leveraged one to benefit the other?