Brief Launch Umbro’s new shoe collection “A Frame” to a young and football inspired audience. The shoe collection will be a lifestyle product alongside their existing workout clothes. The brand has a position as a football brand, and therefore want to take this further. The new strategy is called “1350. Inspired by the pitch - for a life outside it. “A football match lasts 90 minutes. That leaves 1350 of the day. Target audience are people between 16 and 24 that admire the football culture. They are culturally active and technologically updated. They are also conscious of the footwear they use.
Idea People love their team. And seing their colors makes us proud. So we wanted people to fight for their team. And experience a match outside the pitch. Fighting for their team everywhere they go. And lose against rivals if they don’t take up the fight. Make your step count is a huge multimedia campaign that takes place online, on football stadiums, digital advertising screens and in stores. Download the application and cover the world with your teams colors wherever you go.
MAKE YOUR STEP COUNT Mark this and other streets with the colours of your team. Download the application Available on all smartphones
Adshel Get attention to the campaign and make people download the application
MAKE YOUR STEP COUNT Mark this and other streets with the colours of your team. Download the application Available on all smartphones
Application Download the application “1350 - make your step count” to your smart phone.
Choose team
CELTIC FC
CELTIC FC
MAKE YOUR STEP COUNT
CELTIC FC
Team name CELTIC FC
CELTIC FC
Register your team or join a team that is already registered.
Color the town center
- and get your colors all over the stadium monitors
YOUR STEP COUNT
CELTIC FC
Umbro challenges their users on matchdays. Challenges can be taking over a mall, a spesific area in your town or a zone around the stadium.
Choose team
CELTIC FC
CELTIC FC
CELTIC FC
CELTIC FC Color the town center
- and get your colors all over the stadium monitors
Take over these 5 malls
- and get your banner at the monitors at 5 malls
Surrond the stadium
- and get your banner from top to bottom outside the stadium
Select pattern
CELTIC FC
Color the town center
Select color
Activity
Wins
Challenges
Profile
Shop
Activity
My team
Challenges
Profile
Shop
Mark your city with your team colors, using the GPS function. The streets you walk will be marked with the colours of your team. You can see your teammates and follow the activity from opponentCELTIC teams. The FC goal is to dominate the city with your team colors.
CELTIC FC 121
My team
26
Shoes
Surrond the stadium
- and get your banner from top to bottom outside the stadium
View your stats and share them with friends on social media through your online Umbro profile. All teams recieve their own customized QR-code.
Select pattern
Select color
CELTIC FC
CELTIC FC
My team
Challenges
Profile
Shop
Tap In
2X
Brown Shoe 1350 93 >
Team mates
>
This is the new 1350 A-frame shoe from Umbro. Football inspired life style shoes. Bonus You will get the 2x matchday button. Double your banner once a week and win challenges!
Accept Challenge Profile
Profile
CELTIC FC
Matchday
Challenges
Challenges
QR
Shoes to earn:
My team
My team
Shoes
Wins
It´s match day! Today you have the possibility to mark your stadium with your banner. The team with most steps in the town center wins. Hurry up and drag your banners around!
Activity
Activity
Shop
26
121
Color the town center
Activity
Shop
Shop
Activity
My team
Challenges
Profile
Shop Shop
Activity
My team
Challenges
Profile
Shop
Activity
My team
Challenges
Profile
Browse through Umbro’s shoe collection. Share and find the nearest place to buy them, or order online
Shop
PRODUCTS
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121 Wins
Team mates
26
Shoes
93
Leaderboard 1. Celtic 2. Team Umbro 3. Brazil
Activity
My team
Challenges
Profile
Shop
.CONTACT
Leaderboard
.UMBROSHOP
.TEAMWEAR
.THE FA
.UMBRO BLOG
.PRIVACY
.TERMS
.CAREERS
Web site On the Umbro campaign site, you can get full view of your own city, or cities all over the world. Check leaderboards, challenges, your team and profile and buy A frame shoes directly from the site.
Interactive web banners Tap in with your online Umbro account. The team with most tap-ins will have their team dominating the website.
Tailored By
CELTIC FC
CELTIC FC
>
Activity
My team
Challenges
Profile
Shop
Tap in Tap in with your QR-code at the Umbro tap in station. Your team will appear on the digital board. Anyone with the app can tap in their team and take over the board.
Stadium banners Whichever team who wins the most challenges on matchdays will have their team dominating digital ad screens around the stadium during the match.
Pinnacle Product Order your special edition Umbro A frame shoe with the colors of your team on the A frame.