ADIDAS

XAVI CAGE REVOLUTION

As part of the adidas revolution of football campaign LIGHTBLUE created an in-store football activation highlighting the new football boot silos, Ace & X, for the playmaker and the game changer. Located in Go Sport, Mall of the Emirates, the cage activation tested mall goers' precisions and skills by challenging them to score the highest number of keepy ups in 30 seconds. The cage activation with its digital leaderboard, CRM base and shoe fitting area, set the gauntlet for consumers to prove themselves and find the right boot for them. The cage was an additional touch point to the Ace & X campaign, which LIGHTBLUE had executed in-store in November 2015.

A key landmark to the campaign and activation was the chance for fans to meet Spanish and Barcelona legend Xavi Hernandez. The lucky few with the highest score even watched Xavi trial the cage himself in the new Ace & X football boots. Throughout the 2 week activation LIGHTBLUE created teaser videos to promote the event and incentivise people to get involved. Over 37,000 people viewed the videos and by the end of the activation 3,350 new customers registered for adidas online.

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