The Brief

Build up Adidas leadership in Training.

Describe how the promotion developed from concept to implementation

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. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

ChinaSMACK's campaign of the year. This campaign garnered coverage plenty of free, worldwide media coverage, appearing in The London Metro, The Huffington Post, The Shanghai Daily, CNS news, Xinhua news and China News, to name but a few. More than 10,000 forwarded the advertisement on Weibo (China's biggest microblogging platform). Total Sales of 'Training' increased 23%.

Explain why the method of promotion was most relevant to the product or service

Training does not have to be monotonous, time-sensitive and focused solely on the gym. It can be fun, spontaneous and lifestyle drive. 'Don't Waste Your Wait' is an idea that invites you to see your daily environment in a different way.