|Title||ADIDAS RUNNING HIT THIS GROUND RUNNING|
|Product / Service||PUREBOOST DPR|
|Entrant||PROXIMITY CHINA Shanghai, CHINA|
|Idea Creation||PROXIMITY CHINA Shanghai, CHINA|
|Production||PROXIMITY CHINA Shanghai, CHINA|
|Nicole ma||Proximity Advertising (Shanghai) Co., Ltd||Chief Creative Director|
|JieJie Huang||Proximity Advertising (Shanghai) Co., Ltd||SCD|
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
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.