Adidas gets football fans to clock in during UEFA Euro 2012

During the four weeks of the UEFA Euro 2012, adidas is mirroring the routine 9am-5pm lifestyles of China's football fans. The “Real Fans 925” online community will function as a “company” for diehard fans who are planning to stay up from 9pm to 5am to watch the various matches.

Members of the community, also known as "employees‟ of the "925 Company", are encouraged to clock in and out during their "working hours” in the middle of the night to achieve a good "attendance record".

Fans can choose their own Euro job avatars, such as Xavi, Van Persie and Nani, to express their loyalty for any of the 16 teams, participate in online games to win adidas products, and partake in boot-testing sessions. Alongside the launch of the campaign, adidas has also unveiled the Predator Lethal Zones football boot in China, with national players Yang Hao and Li Weifeng demonstrating skills like driving, first touch, dribbling, pass and sweet spot.

With the mission to recruit over 1 million "employees", adidas is aiming for the community to be a haven for like-minded fans to come together during UEFA Euro 2012, said Jens Meyer, adidas China's vice president of marketing and sport performance.

At the campaign kick-off ceremony in Beijing yesterday, Hong Kong movie actor Shawn Yue, Chinese volleyball Olympian Feng Kun, Chinese actress Yao Chen, and Guangzhou Evergrande club player Zheng Zhi became celebrity members of the 925 community.

Adidas is the official licensee of the UEFA Euro 2012. Six Adidas-sponsored teams have qualified for the tournament, including defending champion Spain, tournament favourite Germany and co-host Ukraine. Adidas also designed the official match ball, Tango 12, available at stores across China from this month onwards.

Credits:

Lead Agency for public relations & events – Burson-Marsteller

Creative Agency – TBWA

Digital Agency – Im2.0

Media buy – Carat