Case Study - Brands - Marketing Communications
Public Relations
Our Challenge
To create a bold and disruptive activation in Melbourne that would showcase the partnership between Adidas and Manchester United
Adidas aimed to create awareness of their partnership with Manchester United during the team's 2022 trip to Australia for a series of friendlies. The challenge was to create a bold and disruptive activation in Melbourne that would showcase the partnership and launch the team’s new global away kit.
Our Solution
Gemba unveiled Manchester United’s new away team kit with a takeover of Melbourne’s Federation Square, attracting thousands of the club’s fans to show their support and join the celebrations.
Gemba unveiled Manchester United’s new away team kit with a takeover of Melbourne’s Federation Square, attracting thousands of the club’s fans to show their support and join the celebrations.
This included a completely re-skinned Melbourne tram in Manchester United’s colours and adidas branding. We invited VIP fans to take a tram ride with the players and media to the final stop at Federation Square.
Upon arrival, in a massive media spectacle, we revealed an exact replica of Manchester United’s Old Trafford locker room to make the players feel “at home.” Every detail of their real-life locker room was meticulously duplicated to look identical, and then inverted to symbolise the team playing “down under.”
5-6k
Fan attendance for Federation Square event
200
adiclub sign ups as a part of the adiclub onsite coffee promotion
Partnerships
Working With Global Brands
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