Summer 2018 is not only a time of FIFA World Cup, it's also a time of a global battle of brands. And adidas, as a key partner of tournament, should have become a leader of this race.
To secure adidas' leadership position, we decided to unite everyone who live by the game and launched Creators Base — the main creative football hub for fans and young players with 1 month of non-stop brand entertainment.
An area of football and self-expression was located in the very heart of Moscow — an iconic Museum of Moscow — and took over 5000 square meters of constructions that we had built from scratch. We then filled this space with 30 days of unique activations, designed to satisfy the interest of every target group. Large-scale football tournaments with invited sports legends, 20 live gigs from the trendiest Russian artists, over 10 collaborations with media and Influencers, exclusive visit of cutting-edge British SoccerBible mag and broadcasts of key matches of the tournament — this is only a small part of what happened at Creators Base during World Cup.
For 30 days Creators Base welcomed over 120 000 guests, who, in their way, broke all adidas records in pop-up sales and product trial. Our hub received over 179.3 MIO OTS in media (62% positive sentiment) and was listed as Top-3 football locations during 2018 World Cup.
Branch Integrated campaigns
Viktoria Shakhova Junior partner, Head of Event & Experiential