How The Godfather has the best advertising lesson

Hello, Creative Souls!

Today, we’re discussing how a global giant used celebrity endorsement and The Godfather principle to market the brand, drive social impact, and grab eyeballs around the world - and they did this all without spending millions.

What is the Godfather principle? Make an offer so good that people will not refuse.

And oh, they also scooped the Cannes Golden Lion with this.

The gist:

Adidas sought to establish Derrick Rose as an urban icon for kids in Hackney, London, by launching the "D Rose Jump Store," a unique pop-up shop where the only way to earn a pair of D Rose signature shoes was by jumping 10 feet in the air within 24 seconds.

To connect with the local youth, the campaign bypassed traditional media and instead used grassroots marketing through familiar channels like chicken shops and pirate radio stations. The event was a huge success, with kids lining up for hours before the store opened and generating over £2 million in free media coverage, reaching 4 million people in just 10 days.

The initiative not only elevated Derrick Rose's status in London but also resonated globally, inspiring kids worldwide and prompting widespread requests for similar pop-up stores.

Why this works:

Celebrity Endorsement: By partnering with Derrick Rose, Adidas tapped into the star power of a relatable hero. Rose's journey from Chicago's South Side to NBA stardom resonates with many young people, making him an ideal ambassador for the campaign's message.

Interactive Experience: Unlike traditional advertising, the pop-up store offered a tangible, immersive experience. This hands-on approach is particularly effective with younger audiences, who value experiences over passive consumption of media.

Direct Engagement: By creating a physical space for kids to explore sports, Adidas directly addressed its goal of increasing youth participation. This direct approach is more likely to lead to behavioral change than abstract messaging.

Community Focus: The localized nature of a pop-up store allows Adidas to tailor its message and offerings to the specific community it's serving, increasing relevance and impact.

Long-term Impact: Encouraging sports participation at a young age not only promotes immediate engagement with the Adidas brand but also cultivates a generation of potential lifelong customers.

While a campaign featuring a major athlete might seem costly, the pop-up store concept offers several budget-friendly advantages:

Temporary Space: Renting a short-term retail space is significantly less expensive than maintaining a permanent store, allowing Adidas to create a big impact without a long-term financial commitment.

Targeted Marketing: By focusing efforts on a specific location and demographic, Adidas can maximize the efficiency of its marketing spend.

Organic Reach: The novelty and interactivity of the pop-up store naturally encourage social media sharing and word-of-mouth marketing, extending the campaign's reach without additional cost. This ad got so viral, people started requesting Adidas to recreate the same in their own cities - from Phillipines to Brazil to Australia!

Ideas Corner:

Other brands can draw inspiration from Adidas's campaign to create their own impactful, community-focused initiatives:

Tech companies: ‘Women in STEM’ is a cause a lot of tech companies care about and are driving initiatives towards. A pop up store in a school to introduce girls to coding, perhaps?

Health Food Brands: Establish pop-up nutrition education centers with cooking classes and free health screenings. Help people monitor their glucose spikes after they consume your product vs other product, say.

Music Labels or Music Streaming apps: Organize pop-up recording studios offering young musicians a chance to create and share their music.

To maximize the impact of such initiatives, brands should:

1. Identify relevant local influencers or celebrities to partner with

2. Incorporate digital elements like social media challenges or augmented reality experiences

3. Collect data and feedback to inform future marketing and product development

4. Create a follow-up strategy to maintain engagement after the pop-up closes

5. Consider a touring model, taking the pop-up to multiple communities.