Issuu on Google+

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What if E4’s Skins had partnered with a brand and launcHed a record?


W e

have an opportunity.

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In April 2013 Channel 4 will be screening the second series of it’s phenomenal ratings hit series TOP BOY, starring Ashley Walters. The critically acclaimed TV drama become appointment TV with the Gen Y 16-24 year old audience and channel 4 has high hopes for it’s returning run.

It’s star Ashley Walters is one of the most popularand easily recognizable young, blackstars the UK has ever produced. He continues to have a thriving career as a rapper; his last online single was downloadedover 60,000 times


Opportunity demographic Opportunity demographic Opportunity demographic Opportunity demographic Opportunity demographic Opportunity

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(14-21)

(Channel 4, Top Boy)


Demographic reach PR Innovation Legacy New consumers Sales

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What will this look like?

A multiplatform, viral webisode campaign, seeding during the run up to TopBoy 2. A feel-good, edgy, online youth drama, featuring 6 characters through adventure, friendship, romance and thrills while in search of elusive tickets to TopBoy’s Ashley Walters in-store exclusive performance of his thrilling new tune “Turn Me Up”.


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CHE

KEISHA

DEX

Friendly, honest, and spiritual, Che is one of life’s gentle people; he is looking for some meaning to his life and uses music to discover his feelings. Che is a DJ and works in retail to support his nightlife.

She is quite adventurous, open-minded and shoots from hip. A party animal, funny, loud and brilliantly observant. She works in store, she’s far more talented than she realizes and could be manager material. Keisha will forge and unlikely friendship with Jemma .

A joker, a comedian and a thick skinned lovable lad. He uses humour to stand out from the crowd. A huge Ashley Walters fan, he is desperate to get his hands on an elusive ticket o the in-store event.

meet the characters


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Mikey

JEMMA

LINCOLN

Charming, confident and slightly sarcastic, Mikey is breezing through life. He loves his retail job, the world is just beginning for him and he’s fearless in his zest for life. But what happens when Mikey meets Jemma? It’s all change as Love Comes.

Enigmatic and elusive, attractive to all around her, utterly in control of herself and totally independent. She will discover friendship through the webisode series and let her elusive side make way for a more rewarding bonding experience.

Surviving in a large, dominating, family, Lincoln is at a crossroads in life as to which way to go. This webisode series will see him briefly come into conflict with the group but then choose positivity and friendship as a result of the Ashley Walters experience.

meet the characters


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adlife ‘TURN ME UP’ INSTORE PARTY


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one of the characters could be played by one of your staff...


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As Adidas & Ashley Walters announce an exclusive in-store event, we meet our characters and one of them decides desperate measures are need to get his hands on a ticket. Cue story!

adlife #ashtag


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The gang go on an all nighter digital treasure hunt through the Southbank, but they get more than they bargained for when they discover a secret door‌.

adlife #linkup


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Everyone is back at work, only a sugar rush will get them through the day. So is it really a good idea to go skateboarding down Oxford Street?

adlife #sweetlikechocolate


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love comes, new friendships are formed.

adlife #trueromance


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trouble ensues from all sides as the gang are involved in some high jinx and action‌

adlife #boysforlife


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‌.culminating in the most fantastic reward as they all make it to the exclusive in store performance of Turn Me Up.

adlife #turnmeup


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this campaign will be famous before its even started


Stockholm | London | New York | Singapore

working in partnership

dynamic interactive Social Connected dynamic interactive Social Connected dynamic interactive Social Connected

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#ashtag #linkup #sweetlikechocolate #trueromance #boysforlife #turnmeup

Each webisode will tell the unfolding story of our 6 characters. Embedded in each episode will be a ‘treasure hunt clue’, when discovered and redeemed in-store, will unlock an invitation to an exclusive experiential brand event.


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A holistic cross-platform view of engagement across offline and online media is at the heart of this campaign. We need a total cross platform view of the relationship between engagement and in store sales. This is something we are actively working on for our client base. We will drive our cross platform audience back to the store time again through a ‘sticky’ treasure-hunt. Embedded in the webisodes will be coded opportunities to experience exclusive experiential events. The physical invitations can be redeemed in store, with a password or ‘digital key’. The exclusive brand events will be streamed live and following the #adlife hashtag on Instagram will show you an array of user-generated content. Tie Instagram into your Ecommerce site We can use fans Instagram shots to drive sales on your ECommerce site; anyone who attends an experiential event can be given an individual item, a unique hashtag and They then display these photos next to the product images on your ecommerce site so potentially buyers can see how the item look on ‘’non-models.’

CROSS PLATFORM ENGAGEMENT


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CROSS PLATFORM ENGAGEMENT


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WIDER AMPLIFICATION


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Webisode drama. To be continued?


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•Mircrosite/YouTube shorts •Demographic reach •In-store pos •Making of adlife •Benchmarking •Buzz •New partnerships •Linkage of music-store experience •New model

LEGACY


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ADIDAS YOUTUBE CHANNEL TURN ME UP INSTORE LIVE EVENT (INSTAGRAM/ LIVE BROADCAST)

SOCIAL MARKETING

IN STORE POS PRODUCT SALE

INFLUENCERS

IN STORE PROMOTION POS

SMARTPHONE APP

LU

ADLIFE

EN CE RS &

BRAND AMBAS

RS O D SA

ENGAGEMENT

360% Campaign Architecture

S WEBISODE

IN F


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timelines


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November 30th: Decision day December

pre-production January

production February

post-production March

launch/seed timelines


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Adidas & Channel 4 Brand Partnership Proposal