For its latest, product-focused ‘All In or Nothing’ Soccer World Cup campaign, Adidas has aptly used Primedia Unlimited’s TLC powered fitting room advertising platform, Fitting Exposure, to launch the brand’s official footwear entitled ‘Battle Pack’.
“The campaign is aimed at sporty men aged between 20 and 35,” says Tessa Chance, Account Manager at Fitting Exposure. “’Battle Pack’ is making its appearance in shopping mall fitting rooms on A3 frames and mirror decals.”
The Adidas objective was to communicate its latest Soccer World Cup footwear, which featured highly stylised, futuristic fighting tribes using powerful black and white imagery. The black and white imagery reflects the boots own 50:50 two colour schemes and each of the brand’s five ranges (Adizero, F50, Predator, Nitrocharge, 11Pro and Adizero F50 Messi).
As the black and white designs were intended to stand out against the green football pitches, so did the classic design stand out in the fitting rooms.
“The campaign is about capitalising on the influences of famous football stars like England’s captain Steven Gerrard and Uruguay’s Luis Suarez that were sporting these boots,” says Chance. “The fitting rooms offer advertisers considerable dwell time in an uncluttered environment at that very last point of consideration before a purchase decision is made.”