adidas x LUFC
Dialling up the drama for brand-led fan engagement
Whilst LUFC have been hoping for a winning streak that would shoot them to the top of the table before the end of the season, we have been busy elevating the Elland Rd club store in collaboration with LUFC’s kit provider, adidas, in time for the reopening of retail on 12th April.
Idea
We were tasked to enhance the customer journey via the implementation of several touchpoints that would dial up the drama for brand-led fan engagement. The idea was to create immersive moments through displaying dynamic, yet collaborative, content of both brand and club via attention-grabbing digital displays, from banner screens to LED tickers.
Insight
Following the successful delivery of a full 2D and 3D creative pitch, and a full tender exercise, D4R were awarded this fantastic project and invited to refine our conceptual proposals. Succeeding sign off, we completed a full technical engineering drawing pack to allow for accurate manufacture and planning of hardware solutions.
Working with digital and signage contractors, D4R acted as principal designers responsible for all site works, including: the demolition of existing retail areas, structural works, décor, and the production and installation of bespoke hardware as per the designs.
Realisation
Responding to the brief, we exhibited club heritage and showcased iconic club moments – connecting the fans of today with the fans of the past to encourage ultimate fan engagement. This was achieved via the development of creative campaign messaging and tone-of-voice which would also celebrate the special partnership between brand and club. We created a series of in-store focal points by way of using strong retail graphics, confident lighting and digital screens displaying dynamic content to create engaging touchpoints and influence customer journey – a combination that would ultimately bring a sense of theatre and showmanship to the retail environment.
As has been the case with most of the projects undertaken during 2020/21, the primary challenge of this project was the time-short execution period leading up to the re-opening of non-essential retail. Not to mention the heightened safety/ social distancing measures that accompany working in a period of lockdown. With this in mind, our approach for a smooth installation was with the efficient programming of contractors and the phasing of resource over two four-day periods.
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