ADIDAS RUNNING HIT THIS GROUND RUNNING

TitleADIDAS RUNNING HIT THIS GROUND RUNNING
BrandADIDAS RUNNING
Product / ServicePUREBOOST DPR
CategoryA02. AR
EntrantPROXIMITY CHINA Shanghai, CHINA
Idea Creation PROXIMITY CHINA Shanghai, CHINA
Production PROXIMITY CHINA Shanghai, CHINA

Credits

Name Company Position
Nicole ma Proximity Advertising (Shanghai) Co., Ltd Chief Creative Director
JieJie Huang Proximity Advertising (Shanghai) Co., Ltd SCD

The Campaign

Running seems to be boring sometimes, is there any solution to make the running more interesting? Facing the challenge, adidas initiated the “PUREBOOST DPR” campaign to invited young urban runners to hit this ground running together

Creative Execution

From 7/31 to 8/15, we encouraged consumers to scan the AR marker on the 3D illustration to active the AR animation and unlock the city via taylor made campaign site. By elaborating the both online and offline engagement, consumers unblocked the city and met the unexpected experience while running which made the running more interesting.

The QQ AR successfully attracted consumers’ attention and the integrated Q2Q mechanism help much on the education of ‘PUREBOOST DPR’ and the concept of “HIT THIS GROUND RUNNING’ as well. Many runners shared their experience of city running on social media like weibo ,wechat etc.

We cooperated with the famous 3D illustrator to create a “PUREBOOST CITY’ via painting the iconic 3D illustrations at 5 popular places in Shanghai to attract young people. Meanwhile, we rode on Tencent’s eco-system and leveraged QQ AR technology to create AR animation content for PUREBOOST DPR.

Links

Website URL