| Title | CELEBRATE ORIGINALITY |
| Brand | ADIDAS HONG KONG |
| Product / Service | APPAREL AND FOOTWEAR |
| Category | D01. Integrated Digital Campaign |
| Entrant | RICE 5 Hong Kong, HONG KONG |
| Entrant Company: | RICE 5 Hong Kong, HONG KONG |
| Advertising/Web Design Agency: | RICE 5 Hong Kong, HONG KONG |
| 2nd Advertising/Web Design Agency: | CARAT Hong Kong, HONG KONG |
Credits | |
| Name | Company | Position |
|---|---|---|
| Andrew Lee | Rice 5 | Account Director |
| Gobbie Wong | Rice 5 | Account Manager |
| Ivan Chui | Carat | Digital Manager |
| Carlos Palacios | Carat | Digital Manager |
| Tom Shum | Rice 5 | Creative Director |
The brief : Generate awareness and buzz surrounding adidas Originals 60th anniversary, reaffirm the brand position of “celebrate originality” increase footfall to stores, and drive sales The solution : We invited people to celebrate originality by creating original content through a digitally augmented reality application. We enhanced conversations by providing social media platforms for discussion The results: 37% increase in sales yoy v.s (category decrease of -13.7% ) 48% increase in footfall to stores $515,600 HKD PR value 230% increase in site traffic 23,000 downloads and plays of content 3,756 submissions of UGC 2,141 shares comments and forwards