The Ball Really Loves You!
What we did:
adidas wanted to create a strong impression for the start of the season with the new Süper Lig match ball, a symbol of the adidas x TFF partnership's value for Turkish football. The ball, inspired by the art of marbling and featuring Edirne red and turquoise, was more than just equipment.
Reversing the "The Ball Didn't Love Us" Cliché"
By placing the historically blamed ball at the center of the narrative, we turned a culturally ingrained excuse into an ownership-driven launch idea. The film challenged the notion that the ball was against the players, positioning the new adidas match ball as an ally on the pitch.
From Transfer Teasers to Pitch-Side Moments
The campaign was executed across multiple platforms to ensure maximum engagement:
- Transfermarkt Teaser: We kicked off the campaign with a "Deal Reached" teaser on Transfermarkt, treating the ball like a star signing.
- Film & Social Content: The narrative grew through the launch film, featuring the daisy oracle concept, and engaging social media content. We also sent the ball to influencers to reach wider audiences.
- Contextual Media Use: We turned crucial match moments, such as goals, into touchpoints, proving that the ball was at the center of the game and reinforcing the message: "It Loves You Very Much."
Measurable Love for the New Ball!
The campaign successfully translated a cultural insight into measurable, high-performing results.
4.9 million
impressions
3.7 million
reach
1.5 million
Transfermarkt reach
3.3 million
views
2 million
Meta & Google impressions
0.81%
Meta CTR
111,000
interactions
17,000
Meta & Google clicks
