Insight
A competitive football experience for celebrities and fans to play, raising awareness for adidas Soccer Aid
The Challenge
- ON Event Production Co was brought on as the production partner to JDPL Productions LTD, to turn the creative concept for the adidas Soccer Aid activation into a reliable experience.
- We needed to create a live football challenge that celebrities and fans could physically take part in, combining a branded environment, live competition and technology to make the activation engaging, measurable and easy to understand.
- The concept brought together several moving parts. A physical football challenge, a drone delivered ball, an obstacle course, goal scoring, automated timing, live results and branded content all needed to operate as one experience. It had to feel simple for the participant while the technology and production worked reliably behind the scenes in a busy live event environment at London Stadium.
The Solution
- Participation was the experience. A football was dropped by drone for the participant to collect before they raced through an obstacle course, scored a goal and returned to hit the end buzzer.
- The challenge created an F50 versus Predator competition, giving participants a clear team and product story to engage with.
- We developed a bespoke application to control the experience, including automated countdowns, live timing and leaderboards. Results and supporting content were displayed on an LED video wall, giving participants and spectators instant feedback and making the competition visible throughout the activation.
- Rather than asking people to simply look at the brand, the experience gave them something to do, compete in and share.
The Results
- An accessible football challenge that turned adidas product storytelling into active participation
- Automated timing and live leaderboards kept the competitive element immediate
- LED display extended engagement beyond the person taking part to the surrounding audience
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