Roles: Creative lead, Senior Designer, Producer
Client: adidas
The Idea
Bring the Ryder Cup to Battersea Power Station, setting up a virtual golf simulator of the 18th hole on the Marco Simone Golf & Country Club course in Rome. Creating an immersive experience that blends the worlds of virtual and physical golf.
The activation drove footfall to the store through an engaging in-game mechanic, delivering an experience to the public like no other.
We set the scene, laid the turf and handed over the clubs to the public to see if they had what it takes to complete the adidas Golf Challenge.
A short overview of the full user journey, from initial amplification through to the activation and in-store experience.
As soon as visitors to Battersea Power Station stepped off the tube, they were welcomed by the start of their consumer journey with a golf-themed wayfinder, featuring tease copy directing them to the adidas store for a Ryder Cup challenge.
Consumers were greeted by an ex PGA Pro at the simulator, who explained the challenge to them while giving a one-to-one caddie experience to guide the audience onto the fairway.
The left side of simulator was a pop-up shop that showcased the latest golf range with the option to purchase for consumers taking part or just passing by.
Full 360 design, branded on all sides including roof for shoppers viewing top upper floors within the power station.
The simulator build included a design that featured the iconic 3 stripes that wrapped over the 6x3m build. It had an open front with a pop-up shop to the left and a holding bay at the front.
We also teamed with golfing influencers selected for their engaging personalities, content style and social reach to increase awareness of the activation. Seb Brown and Inci Mehmet were set briefs to create 30-40 second Instagram reel awareness pieces, in collaboration posts with adidas London and adidas Golf.
Launch zone take over with a 10 metre long putting green.
Here the consumers transition from the virtual golf simulator into store. Taking one shot for their chance to win £500 to spend in store.
Screen content advertising activation over the weekend.
The hour-long queues spoke for themselves, proving the power of experience-led activations for huge sporting moments.
Over 250 people took part, with a 35.9% uplift in-store (vs week prior). Over 21k were reached on social over the weekend.