Results and Effectiveness

The campaign not only got commuters building up a sweat, but it got the media a bit hot too. It garnered plenty of free, worldwide media coverage, appearing in The Shanghai Daily, The London Metro, CNS news, Xinhua news, China News, and The Huffington Post, to name but a few. It brought attention to the adidas training range… and most importantly, got people exercising.

Creative Execution

Sports equipment was placed in areas where commuters waited, these adverts invited commuters to use their ‘wasted time’ for exercise. Punch bags were constructed on subway platforms, speed bags were installed at bus stops, and exercise bikes were placed in bus stands.

Insights, Strategy and the Idea

On average, people in China spend millions of hours waiting per year. They wait on platforms, on pavements, at shops, and at bus stops. Waiting is boring. So, we thought what if we gave these people something to do, something that not only put their time to good use, but also their bodies. The “Don’t Waste your Wait” campaign encouraged people to change their perspective on training and encouraged them to utilize their waiting time for sport and exercise. We wanted to inspire people to work out even if it was just for 5 minutes a day, before a hard days work or on their way home.