Brief Explanation

For the launch of adidas NEO Label we connected people with the brand like never before. We created the first mobile application in mainland China that allowed people to play with a TV commercial in real time. Half a million people downloaded the application, creating a new, owned media platform for adidas. The application was created to coincide with the launch of the adidas NEO Label TV commercial. Our strategy was to put mobile interaction at the heart of the NEO Label brand. NEO Label is a new adidas brand for a new generation in China. In order to differentiate it, we let consumers play with the brand, find out about the brand and share the brand with their friends in a way that had never been done before. Mobile internet usage surpassed PC usage in the second quarter of 2012. In addition 92% of smartphone users in China have used their phone to post messages and share content in social media. 56% of the adidas NEO Label audience access the internet using their mobile phone. The NEO Label campaign was ‘Live Your Style’. Our application allowed viewers to ‘grab’ their style by collecting adidas NEO Label products from the TV. We overlaid a high frequency soundtrack on the NEO commercial. We synchronised the soundtrack with products as they appeared on screen. If viewers shook their phone at the right moment it allowed them to collect the products on their mobile, which could be exchanged for real products in store. We also build a NEO style guide and store locator into the application. We used the NEO Label brand ambassadors, Eddie Peng and Angelababy, to play the NEO label game at the official media launch of the campaign, seeding video content to generate online conversation. Post campaign, adidas NEO Label recognition stands at a record 89%. The application beat all of the KPIs that were set at launch, with half a million downloads exceeding our target by more than 33%. 52% of people who downloaded the application used it more than once and the application content delivered over 2.5 million page views and 100,000 users shared their game results in social media. Tens of thousands of prizes were redeemed and overall sales volume increased by more than 20% year on year.