Urban Invitation-Only Events for Adidas Football
As part of the UEFA Europa League Final on May 18 in Basel, Freundliche Grüsse launched exclusive kickabout events for Adidas Football against an urban backdrop. The first event: an extraordinary tournament at a secret location in Basel.
The basis of the collaboration between the agency and Adidas Switzerland was the upcoming UEFA Europa League Final in Basel. The goal was to appeal to the so-called creator, the 17-year-old urban digital native. It was important for Adidas to create an active community building with social engagement.
Quality before quantity - that's how Friendly Greetings convinced those responsible at adidas Switzerland. The approach: to create small and exclusive events in which only a handful of creators participate. These invitation-only events were to take place at unusual locations and create an exclusive experience.
With the industrial harbor in Basel, the ideal setting was found for the "creating the new" approach and the location was transformed into a 5vs5 tournament playing field for two days. A handful of talented players were invited via social media for the exclusive kickabout event. The local community shared their impressions via Facebook and Instagram. The Facebook community grew to over 1000 group members within 14 days. Further events are planned.
Responsible at Adidas: Marius Kienzler (Sports Marketing Manager Football), Doris Bucher (Project Lead UEL Activation Act.3). Responsible for concept: Kind regards. Responsible for Resarch & Concept: David Haisch.
