Results and Effectiveness

• 37% increase in sales year on year (Mar 08 vs Mar 09) for the Originals category. Compared to a decrease in -13.7% for our industry. • 15% increase in sales year on year for 6month period (Jan-May) • 48% increase in footfall to retail outlets during the campaign period • $2.9 million HKD gross PR value • Total number of visits and page views 445,217 and 750,432 respectively, representing a 230% increase • 23,000 downloads, plays and views of our locally developed content • 3,756 submissions of user generated content • 2,141 shares, comments and forwards of our content

Creative Execution

Invitation Trend-setters like MCJin were invited to design invitation cards, each carrying a piece of art celebrating originality. Using the latest digitally augmented reality technology the cards were transformed to something that our wider audience could participate with. Multiple media partnerships were used to with to generate buzz and distribute the cards; Alivenotdead.com, Facebook, respect and metrobox. A special “celebrate originality” execution in Milk with further integration of our trendsetters within editorial. A mobile photo taking mobile app was launched Celebration We held a huge House Party attended by global and local trendsetters. Tickets were given away through digital platforms We took celebrations to the streets of Hong Kong near our stores, with an OOH domination of Causeway Bay; including a graffiti wall, an interactive birthday cake installation, Ice cream trucks and trams Discuss Digital and offline platforms were used to enable and distribute resulting content and conversations.

Insights, Strategy and the Idea

Objectives • In 2009 adidas’ lifestyle division adidas Originals celebrated its 60th anniversary • Communication objectives: to generate awareness and buzz surrounding this milestone and to reaffirm the global message of Celebrate Originality • Business objectives: increase footfall to stores and drive sales Audience • Trendsetters • 15-29 year olds who are into fashion Insights • Originality and creativity are of high cultural currency to both audiences • Our audience is participatory by nature and they demand access and interaction with brands • Everyone loves to celebrate! Strategy / Idea 1. Invite our audiences to celebrate originality with us 2. Create celebrations everywhere, particularly around our key retail outlets, and enable our audience to participate in the celebration 3. Provide our audiences with platforms to share and discuss experiences and celebrations