adidas BMW Berlin-Marathon Campaign 2023
Client: adidas
Date: June - October 2023
Locations: Vienna, Austria | Berlin, Germany
My Role: Head of Creative Studio
Team:
Emily Lemon (Copywriter)
Mariana Ochoa (Video Editor)
Susana Yang (Project Manager)
Katrin Brandstatter (Brand Designer)
Chris Borgren (Art Director)
Sean Tucker (Brand & UX Designer)
Theo Salame (Producer)
Brief
Get everyday runners to participate in the virtual BMW Berlin-Marathon race experience by offering the perfect race package that includes branded training, rewards, and event activities with the goal of driving app growth, new members, retention, and brand engagement.
Strategy
Problem
The BMW Berlin-Marathon is one of the seven world major marathons. The adidas Running app wanted its global community of casual runners to experience this event.
Execution
As head of studio, I managed all creative production from brief to delivery, worked cross-functionally with marketing and product stakeholders, set the copy direction and was ultimately responsible for the campaign creative.
Solution
Create a one-of-a-kind membership experience to drive interest. Build momentum via shooting hype videos for the app, digital out of home, and retail.
Results
327K virtual race sign-ups
36% finisher rate (higher than average)
45K raffle participants
13K new members converted
3.4M out of home ad impressions
DIGITAL OUT OF HOME ADS
The BMW Berlin Marathon attracts over 45,000 runners, plus their supporters. On top of that, the entire city turns out for the race. While it may seem strange to advertise a virtual race at the location the race is taking place, it was a unique opportunity to get the product in front of so many primed people and generate upper funnel awareness.
We actually caused the app to crash on the day of the race due to too much demand to download the app on android.
App Experience
We created an ultra-premium app experience that was beyond anything done in the Running App before.
User Acquisition Ads
Cutdowns of the hype video with additional app screens helped us recruit 13K new everyday athletes for the app.
Three Learnings
1
Give teams space to vent. Know when to pump the brakes.
2
Hire top quality consultants only.
3
Confidently give creative feedback and ensure the end product is something everyone will be proud of.