Context
Sport is already part of the room, so the campaign appears where its audience is naturally engaged with the subject.
Case study
Adidas and British Army in Football and rugby clubs.
Separate Adidas and British Army campaigns used the everyday routines of football and rugby club life to reach active adult audiences.
Client
Adidas and British ArmyAudience
Active adult footballers, rugby players and club communitiesFormats
Changing room posters and clubhouse digital screensHeadline result
76%+campaign recallCampaign story
What happened, and what it shows.
The brief
Adidas and the British Army needed ways to reach active adults inside real football and rugby club environments, rather than relying only on general sports interest or passing media moments.
The campaigns
The campaigns ran separately, using a mix of changing room posters and clubhouse screen placements. Both formats appeared around the practical routines of club life: arriving, preparing, playing, socialising and returning week after week.
What it showed
Campaign evaluation returned recall above 76% across the relevant active sports audiences. The shared learning is that football and rugby clubs can provide a meaningful environment for brands that need to be visible to people who actively take part in sport.
Why the environment mattered
More than a media placement.
Grassroot Media campaigns are built around the setting as well as the audience. The club environment gives a relevant message more time, more context and more opportunity to be discussed.
Repeat exposure
Members return regularly, giving posters and screens more than 1 chance to be noticed and remembered.
Club conversation
Clubhouses create shared social moments where relevant brands, offers and content can become part of the discussion.
Campaign planning
Want results that give people something to remember?
Talk to Grassroot Media about reaching active, social sports audiences inside the clubs where sport is played, watched and lived.