| Title | CONTRIBUTOR CAMPAIGN |
| Brand | ADIDAS |
| Product / Service | NEO LABEL |
| Category | A07. Best Use of Digital Media |
| Entrant | WWWINS ISOBAR Shanghai, CHINA |
| Entrant Company: | WWWINS ISOBAR Shanghai, CHINA |
| Advertising Agency: | WWWINS ISOBAR Shanghai, CHINA |
| 2nd Advertising Agency: | TBWA\SHANGHAI, CHINA |
| Media Agency: | CARAT CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Cherry Tang | Wwwins Isobar | Media Practice Leader |
| Frola Huang | Wwwins Isobar | Media Planning Director |
| Linda Lu | Wwwins Isobar | Senior Media Manger |
| Carol Gao | Wwwins Isobar | Media Supervisor |
| Poppy Li | Wwwins Isobar | Media Planner |
| Lolita Zhao | Wwwins Isobar | Associate Buying Director |
| Vino Tao | Wwwins Isobar | Media Buying Manager |
| Rohan Lightfoot | Wwwins Isobar | Integrated Business Director-Apac |
30,000 participants to competed for NEO contributor Voice of two celebrities sent to NEO Label fans got 66.7% response rate. (102.6 times higher than the avg. response rate on SNS) Styling tips fed to fans achieved 58.8% response rate (90 times higher than the avg. response rate on SNS) 7,000+ votes for Top 10 came from WeChat and voters got the instant coupon for gift at retail 300+ earned media clippings, with RMB41M value 33% participants search retail location via mobile
Deep cooperation with leading mobile APPs- QQIM & WeChat in China is to build brand awareness and enhance brand credibility. One on one interaction with NEO celebrities- utilize celebrities’ charm to attract consumers and drive participants, increase interaction and push E-coupon to drive traffic to retail QR code & wap site as supporting platform for campaign & product information Campaign Message Deliver via IM TIPs: Mobile QQIM tips push, 50% open rate Celebrities as your close friends: share personalized content via WeChat (voice of celebrity, photo, voting options…etc) to enhance brand credibility Drive traffic to retail: Utilize celebrities, when user on Mobile QQ ”Search Nearby Person ”, celebrities will pop up with retail address and retail promotion message.
Brand awareness of NEO Label is low after re-branding over past years. Year 2012, NEO Label announced brand ambassadors-Eddie Peng & Angelababy, who are celebrities with huge fans in China market, and with renewed logo. Wle launched adidas NEO Label campaign to invite China Youth to Live Your Style and become NEO contributors with Eddie & Angelababy. Our objective is drive brand awareness & engagement. Our target audience is 23-35 yrs old youth. They are mainly in tier 3 citiy and below, & tier 1&2 cities. They aspire to rewarding new experiences that express their individual passions and preferences. They seek more cosmopolitan lifestyles. NEO can bring them fresh, confident, active, positive, independent & more styling life.