Aegis Media North America announced that its units Isobar and Carat have received the Award for Overall Excellence by the Mobile Marketing Association for its work on the adidas Brotherhood campaign.
Isobar and Carat partnered to develop this award-winning mobile campaign, designed to build the adidas brand and drive traffic to adidasbasketball.com. The agencies worked with adidas to record a series of personalized text messages and phone calls from NBA stars. The campaign included print, outdoor and TV and invited consumers to opt into a program that allowed them to access messages from basketball stars Kevin Garnett, Tim Duncan, Chauncey Billups, Dwight Howard and Gilbert Arenas. Fans were also able to send player messages to their friends and use their mobile device to receive store coupons.
Gene Keenan, vice president of mobile strategy, Isobar Global said: “The campaign had a direct effect on brand equity metric and we were excited to prove the validity of this program,” Keenan added: “adidas continues to be a leader in utilizing innovative technology. Their passion for mobile has been inspirational for brands across a variety of industries.”