RUN COOL WITH MUSIC

TitleRUN COOL WITH MUSIC
BrandADIDAS HONG KONG
Product / ServiceRUNNING
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantCARAT MEDIA SERVICES Hong Kong, HONG KONG
Media Agency CARAT MEDIA SERVICES Hong Kong, HONG KONG
Entrant Company CARAT MEDIA SERVICES Hong Kong, HONG KONG
Media Agency 2 CARAT MEDIA SERVICES Hong Kong, HONG KONG

Credits

Name Company Position
Eva Li Carat Hong Kong Senior Planner
Jacky Lam Carat Hong Kong Media Executive
Fiona Li Carat Hong Kong Media Executive
Jason Huen Carat Hong Kong Media Executive
Bryant Chau Carat Hong Kong Senior Digital Media Planner
Alex Chow Carat Hong Kong Planning Manager
Ego Lau Carat Hong Kong Associate Business Director
Pauline Chu Carat Hong Kong Managing Director

Results and Effectiveness

adidas became the first brand to leverage on KKBOX, to prove the success of an untapped, but long existed scope of runner-music engagement. During the running events, over 90% of participants became KKBOX users. More than 700 people tuned in to adidas’ KKBOX channel during the running sessions via digital. In Ellen’s finale, it reached the peak of 500 participants. This was a 30 times amplification of original scale, with 70,000 minutes of song listened. Most importantly, the campaign has drawn over 200,000 eye balls from social network. It is a win-win-win situation for adidas, KKBOX and consumers.

Creative Execution

To create a never-discovered engagement, we partnered with KKBOX, the biggest online music provider in Hong Kong, to launch ‘Run Together, Listen Together’ event. ‘Listen Together’ is a radio-like feature from KKBOX in which users can listen to songs recommended by celebrities simultaneously. We strategically blended this into adidas Urban Run event, with selected running songlists being played in each running session. Runners enjoy the same inspirational music together no matter if they are at the event or running individually. They are spiritually connected by the adidas running songlist. Besides, runners can chat with one another via adidas X KKBOX chatroom before and after the run. All these activities are sharable in social networks. The event came to a peak, as Ellen Loo, a popular local singer and running lover, was invited as the ‘DJ’ for the finale, all the runners run together as they listen to Ellen’s recommended songs.

Insights, Strategy and the Idea

In nowadays HongKong, running is one of the most popular sports. It has always been an individual sport. People tend to explore, enjoy and participate on their own, running moments are therefore difficult to be tapped into via advertising. In view of that, countless communication angles cluttered the market by sport brands. Moreover, numerous branded running events are initiated to summon runners to associate with the brand. However, these events can only reach a limited amount of participants, as HongKongers are busy and are constantly striving a balance amongst work, social life and health. adidas has not been consistently considered outstanding in this aspect. To create a breakthrough of brand positioning, we leverage on music, a handy company during running in nowadays mobile-savvy world, to amplify the existing adidas running event. The strategy is to expand the population of participants, so as to let them run with inspiration.