We created a unique campaign to launch the Phantom Vision football boot for sporting goods giant, Intersport, which piggy backed the global 'Awaken the Phantom’ campaign.
Armed with the insight that the young footballers want to be ‘treated like a pro’, we decided to put consumers at the heart of the campaign and to have them test and demonstrate the 3 key product benefits: Touch. Control. Finish.
Our approach was to craft an idea, start with local clubs and players, and then go wide with mass football consumers.
To launch the campaign, we enlisted 3 football clubs across Europe to pre-trial the product and share their experience, we took over their changing room and gave them the pro treatment with gifting, personalised kit, portraits and a hologram installation that showed off the boot. We then asked them to take to the pitch and take part in the Phantom Precision Challenge, a challenge that involved trialling all the products benefits (Touch, Control, Finish), with a series of drills designed by football experts.
We then took this wider, with global street football champion and captain of the Ronaldinho’s Global Street Team, Ed Van Gils. He then asked the public to submit their own videos completing the challenge. The results were amazing, with kids from all over Europe sharing their entry on their own social channels. We chose 4 of the best, who then battled it out for the single spot to play with Ronaldinho’s Global Street Team (GST) in 2019.