Lifestyle Sports adidas Trainer Scrappage SchemeBackground:The Trainer Scrappage Scheme allowed customers to trade in old

trainers at Lifestyle Sports stores across Ireland in preparation for

the Lifestyle Sports adidas Race Series 2010.

Participants received a discount on a new pair of adidas trainers in

exchange for their old trainers. Adidas processed the collected

trainers through their recycling system and donated trainers to the

Chernobyl Children’s Project International.

Why Radio:Radio was chosen as the perfect media to bring this retail incentive to life.

Lifestyle Sport required a media partner that would engage with their target audience and could crossover with online through social media and blogging.

With a clever on-air mechanic to drive footfall to stores, plus the immediacy of live radio broadcasts in stores at participating Lifestyle Sports stores in both Dublin and Limerick, Lifestyle Sports were able to increased customer participation and understanding of the activity through radio.

Implementation:Lifestyle Sports ran a 2 week promotion on The Zoo Crew Hot 30. The promotion was combined with 2 live Outside Broadcasts from stores where listeners were encouraged to visit the stores with their old trainers and to exchange them for a new pair at a discount. Treadmills were set up in each store and we also challenged listeners to take on Zoo Crew Presenter Brian Maher in a treadmill running challenge for their chance to win a pair of adidas trainers each hour.

SPIN 1038Case Study

Zoo Crew presenter Brain Maher, an avid marathon runner, along with actress Holly White were chosen as ambassadors for the Trainer Scrappage Scheme and they trained to take part in the Lifestyle Sports adidas Race Series 2010 .Brian Maher wrote a blog on his training for the Lifestyle Sport adidas Race Series 2010 and kept facebook fans updated on his training.

Results:• Sales Increased

(10,000 Activations which equates to approx €600,000 worth of sales)

• Footfall increased

• Local and National PR Achieved

Testimonial:“Working with Spin is in a word, great! Brenda & her team really get behind our campaigns working with us on ideas and concepts to help bring something to life on radio. This is such a help for a busy marketing team.

The presenters especially Brian Maher really put their heart and soul into our campaigns and integrate their messages across online & Facebook, not just radio. Our trainer scrappage scheme was our first big

campaign as a brand. 10,000 trainers were dropped off in our stores, which was beyond anyone’s expectations. We will definitely work with the Spin gang again.”

Vivienne Bushell - Director, Lifestyle Sports

SPIN 1038Case Study