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To promote the launch of the Adidas Original Denim range; to emphasise its modern, accessible and fashion positioning; and to create links between the brand and the music world, Adidas chose Lilly Wood & The Prick, a famous French music group in line with its values, as the muse of its campaign. To front the campaign, ELLE France offered an integrated press/internet media plan in the colours of Lilly Wood and the Prick, which included a competition on social networks.
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FRANCE
&
# Associate Adidas and Lilly Wood & The Prick, a famous French music group in line with the brands’ values, via an integrated press / internet media plan in the colours of the band
# A competition on social networks
OBJECTIVE
RESPONSE
# To promote the launch of the Adidas Originals Denim range, and emphasise its modern, accessible and fashion positioning
# To create links between the brand and the music world, which Adidas values highly
&
A 360° CAMPAIGN
PRINT WEB
# Advertorial
# Facebook competition
# Dedicated online space# Special online video# Online premium formats# Editorial support
SOCIAL NETWORKS
#CELEBRITY ENDORSEMENT
DEDICATED ONLINE SPACE
Special dedicated online space on ELLE.fr to present: - The new Adidas Originals Denim collection- The universe of Lilly Wood & The Prick and the special video - Fashion advice from the ELLE.fr editorial
team- Quizzes…
SPECIAL ONLINE VIDEO
EDITORIAL SUPPORT ONLINE FORMATS
Watch the video.wmv
“A day in the life of Lilly Wood & The Prick”created by ELLE’s editorial team, hosted on the dedicated space and on Adidas Originals’ Youtube page
Linked to the dedicated space
On ELLE.fr
#CELEBRITY ENDORSEMENT
ADVERTORIAL
Featuring an interview with the group plus a “total look” photo shoot of the group wearing the Adidas Originals collection
#FACEBOOK COMPETITION
ELLE FACEBOOK PAGE
A competition to win Adidas Originals items
6,250 participants
5 winners
COMPETITION PROMOTION
Promotion of the competition on the dedicated space
FOR MORE INFORMATION
PLEASE CONTACT:
The Integrated Solutions Department+33 1 41 34 87 39
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