Citrus was appointed as adidas' digital agency in early 2010, and one of the first campaigns to launch was a digital campaign to leverage adidas’ association with the 2010 Football World Cup which would drive brand engagement and make adidas the most talked about brand during the World Cup. Part of the strategy was to launch a Facebook fan acquisition campaign -“World Cup Yourself”- designed to spread virally on a global scale by tapping into World Cup passion and excitement. Fans can choose what type of supporter they are such as chant king, the strategist, the coulda-been, the hugger, the ref-watcher or the statistician by changing their Facebook profile and creating a photo in their chosen supporter jersey.
The ‘World Cup Yourself’ concept was designed to leverage and localise the brand’s global player ‘match up’ digital strategy based on consumer insights that revealed people love to feel like they are part of something bigger than them – and stand out.
Targeting World Cup football fans and amateur players, primarily young men, the campaign aims to rally an army of football supporters and maximise the number of Australian fans to engage with during the world’s biggest sporting event.
Citrus’ ‘World Cup Yourself’ concept has been adopted globally by adidas and will be hosted on its global football ‘fan’ page.
Citrus also partners with adidas for their eCRM strategy and the execution of multiple other digital campaigns.
Clare Monahan, adidas Category Marketing Manager said that adidas saw digital as the number one way to ‘win’ the 2010 World Cup. “We’ve dedicated 95% of our World Cup media budget to digital because of its potential to target, connect with and generate buzz amongst passionate football fans. We loved Citrus’ creativity and their thinking in terms of how they translated a global campaign theme that would connect with Australian football fans to drive maximum brand engagement.”