The recipients of the 31st Globes marketing award in London have been announced and the adidas THE BASE Football initiative has taken home a prize. The win has allowed the Louder integrated communications agency to take a position among the top 10 marketing agencies in Russia, according to the Russian Association of Communication Agencies’ ratings.
This year the number of applications for the festival increased by 62%. 18 nominations covered a diverse range of marketing areas, from direct advertising and sponsorship to event and digital.
The award’s results have for the second year in a row made Russia the most highly awarded country. Two initiatives by the Louder integrated communications agency team won Globes awards this year. These wins enabled the agency to climb to 8th position in the RACA creativity ratings.
The adidas THE BASE Football initiative, implemented by the Louder integrated communications agency, took home the “Best Event or Experiential Marketing Campaign” award. Experiential marketing is one of the core focus areas of the agency’s work, with the adidas initiative embodying the principles of this marketing approach as already noted by such international awards as Cristal Festival and White Square.
“The adidas THE BASE Football initiative, implemented by Louder, is a vivid example of the experiential approach in use. Working closely with the client we picked a historic rooftop in the very centre of Moscow, which formed a connection with the project’s central goal – to lift football to new heights. Moreover, THE BASE Football united over 7 000 street players, hosted dozens of tournaments, Euro Cup 2016 viewing events, lectures by eminent football trainers, workshops with professional footballers, parties and concerts. The platform became a real hub for football lovers, which directly affected UGC coverage. We are flattered to be the only one Russian winner in the direction of marketing that is key for us, in line with dignified agencies from around the world” – said Victoria Shakhova, Head of the Event Marketing Department at Louder, junior partner at Louder integrated communications agencies.
Furthermore, the SUPERSTAR project for adidas Originals was shortlisted in the “Best Integrated Marketing Campaign” category. Based on the global brand marketing campaign a local trend-marketing campaign was developed, aiming to bring adidas Originals into closer relations with trend-setters and various city communities. A unique single sport shoe model shop was opened in the very heart of Moscow. It was not only a retail spot but hosted the most top-notch events for creative youth of Moscow.