Innovative IoT in Sports Marketing: The Gabriel Jesus Mural Case Study
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. adidas is one of the largest sportswear manufacturers in the world and is known for its innovative marketing campaigns. The company has a strong presence in the sports industry and sponsors many high-profile athletes and teams. In this campaign, adidas wanted to create a unique and impactful marketing campaign that would resonate with the local community and capture the spirit of the World Cup.
The Challenge
In 2014, Gabriel Jesus was a 16-year-old kid painting the streets of his local favela town in support of the Brazilian national team. Four years later, he was leading the front line for Brazil at the 2018 World Cup. The challenge was to create a marketing campaign that would capture this incredible journey and resonate with the local community. The campaign needed to be innovative, engaging, and impactful, reflecting the spirit of the World Cup and the personal journey of Gabriel Jesus. It was also important to involve the local community in the campaign, as they were a key part of Gabriel's story and his rise to fame.
The Solution
In collaboration with a local street art collective and the local community, a giant mural of Gabriel Jesus was created over 20 houses in his hometown of Jardim Peri. This innovative marketing campaign was a perfect blend of sports and art, capturing the spirit of the World Cup and the personal journey of Gabriel Jesus. The mural was not just a tribute to Gabriel, but also a celebration of the local community and their support for the Brazilian national team. The campaign was executed using digital platforms and services, with content shared across social media channels to maximize reach and engagement.
Operational Impact
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