Engaging interactive experiences installed in central London stores, helped Adidas create memorable moments with their customers during the Euro 2020 football tournament.
Embracing childhood nostalgia was the basis of Tangent’s vision for the project, with a custom Adidas Uniforia sticker book a key feature of the experience. Shoppers were invited to create stickers for their album by interacting with digital experiences created by Insert Productions.
The most popular in store experience, used 9792 times, was a standalone digital pod which produced personalised player stickers. Eye-catching motion graphics invited users to initiate the process by engaging with a large 4K touchscreen. A camera removed the background, replacing it with Uniforia branding. Users scored themselves on four skill levels before printing their sticker.
Every football fan has their favourite football jersey designs from the past. Maybe their first football shirt, a bold design which turned heads, or one worn by their team when doing better than expected. Tapping into this passion, we created a touchscreen app which shoppers used to design their own football jersey, using swatches and patterns from classic football shirt designs. Once satisfied with their creation, users printed off another sticker and added it to their album.
A digital blank canvas invited Adidas customers to unleash their creativity and design a football shirt using brushstrokes and colours associated with the Uniforia football. Another popular installation, used over 7500 times, with designs shared widely on social media and thousands of stickers printed in store.
We developed an augmented reality experience which transported users inside a Euro 2020 stadium, with Adidas Uniforia footballs cascading onto the pitch. Shoppers scanned an in store QR code which launched the AR experience on their own phone. Rotating and tilting their device enabled users to explore the 360º stadium, which was fully embellished with Adidas advertising.
Insert Productions developed a captivating digital Subbuteo game, played more than 3100 times during the month-long promotion. Users triggered the Adidas themed game by scanning a QR code on a full-size Subbuteo table in the store. The game launched in a browser on their own device. Gamers had the option of playing against a virtual opponent in single-player mode, or could play against friends in two-player mode.
The apps we created gave users the option of receiving a digital copy of their sticker to share on social media, which extended the reach of Adidas’s promotion far beyond their stores.
Our digital solutions report real time insights and analytics data. As part of the Adidas Uniforia project, Tangent Agency were able to see a wide range of metrics including how many times each app was used, the average dwell time on each experience, the number of completions and other insights which will help them plan for future events.
Joining the project early enabled a seamless transition from concept to production. Insert Productions were an extension of Tangent Agency’s team, acting as interactive technology experts and advising them on how to get the best results for their client. Once our ideas were approved, we built proof of concept mock-ups to demonstrate how each solution would work in situ. We then completed the digital content development, systems design, pre-programming, supplied the AV & IT hardware and installed the solutions on site.
Insert Productions also supplied all in store audiovisual equipment needed for the takeover: LED ticker screens, in-store LED screens, media servers, touchscreens, PA systems, IT infrastructure, power distribution and associated cabling. The project was overseen from concept development to in store installation by a dedicated project manager, who remained on site for the first few days of the campaign. We do everything we can to ensure our clients enjoy cutting-edge technology delivered with outstanding customer service.
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