Lifestyle Sports adidas Trainer Scrappage Scheme Background: 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 1038 Case Study