|Title||ADIDAS #REBOOSTED TO MOVE YOU FORWARD #|
|Product / Service||ULTRABOOST19|
|Category||A04. Consumer Durables|
|Entrant||ARKR GROUP Shanghai, CHINA|
|Idea Creation||ARKR GROUP Shanghai, CHINA|
|Yvonne Zhu||arkr GROUP||Creative Director|
|Eden Chen||arkr GROUP||senior art director|
|Allen Chen||arkr GROUP||senior art director|
|Bobo Li||arkr GROUP||Designer|
|Weiming Heng||arkr GROUP||Business Director|
|Ringo Yang||arkr GROUP||general manager|
|Edmond Ho||arkr GROUP||Account Director|
|Blair Wang||arkr GROUP||Account Manager|
|Elsa Chen||arkr GROUP||Account Manager|
|Shirley Qu||arkr GROUP||Account Manager|
|Jessie Chen||arkr GROUP||senior account executive|
Situation: UltraBOOST is the flagship high performance running shoe of adidas. However, product awareness remains low in China market. China is the most prominent market and the brand is determined to make the new pinnacle product to drive business result. Compared to its key competitors in the market, the adidas brand does not have a strong image as a leading running brand. Brief: Need to drive commercial result of the launch of the new UltraBOOST 19 and help the brand establish itself in in the field of running. Objectives: To help adidas be the first brand to recognize an emerging running revolution in China to position the brand as a leader in the industry. To design a serious of communications across channels to drive sales of the new UltraBOOST 19.
INSIGHT: 1. Product Benefit： Adidas has been claiming “energy return” ever since the first launch of the UltraBOOST franchise. We want to make sure this ultimate benefit gets emphasized and be addressed in a daringly simple way to our target audiences. 2. Market Observation we observed a shift in perception toward the sport of running in China. With more millennials joining the game, running is considered to be a social trend rather than a serious sport. 3. Consumer Behavior: The millennial runners seek more out of the run. Running is a social currency, and a reflection off of their attitude. Besides performance, they perceive sneakers as a status symbol as well. We used energy as the theme that guides the depiction of product, the sport of running, and consumers to establish a meaningful invitation to REBOOST the boundaries of running together.
Target audience: 1. Serious Runners who runs at least 3 times a week, marathon runners, race participants. 2. young consumers (ages between 24- 30)：Young, amplifier runners who embrace an active lifestyle and who treats running as a social currency. Campaign Strategy: To drive business result and help brand reach audiences beyond athletes and serious runners, we turned the launch of UltraBOOST 19 into an integrated campaign and collaborated with Tmall to create adidas’s first Super Brand Day campaign. Approach: In teasing phase, we designed targeted digital and social communications leveraging celebrities, running platforms, social influencers and media coverage to reach and convert respective audiences directly to adidas Tmall store. Three days prior to launch day, we focus on massive social and media exposure to create anticipation. And with a phenomenal
Pre-heat 1/28 – 2/14 on social Influencers to “leak” celebrity hype looks and upcoming UltraBOOST 19 mass launch. Pre-sell: 2/15 – 2/20 1: REBOOST the energy of the young Introduced Deng Lun as a runner for the first time. Released interactive videos of his transformations to only on adidas Tmall store to engage his fans. 2: REBOOST the energy of running lovers Cooperated with running platforms JOYRUN, leveraged running data to recruit runners to attend the REBOOSTED event. 3. SOCIAL Exposure: Influencers content co-creation across platforms in and out of the Alibaba ecosystem. 4. Product: Designed and produced limited Super Brand Day UltraBOOST 19 shoe box. Launch Event 2/21: Deng Lun, athlete, runners, and consumer join together to witness the launch of UltraBOOST 19. Placement & scale: Over 100 social influencers; Media Exposures on 14 DIGITAL platforms OOH exposures in 5 key cities OTV exposure in 25 key cities
Business Impact: Refreshed Tmall fashion industry’s sales record in just 14 minutes on launch day. Campaign awarenss & Impression: TVC/OTV impression:263,041,855 OOH impression:38,000,000 Magazine cuirculation:2,738,000 Digital & Social impression: 13,579,551,213 Digital & Social engagement: 17,517,424 Event Impression: 12,790,000,000 Conducted first Tmall Super Brand Day campaign of adidas, which led to huge commercial success. through a series of well-articulated communications across social, digital, event, and e-commerce channels, the campaign refreshed the sales record of Tmall fashion industry in just 14 minutes on launch day. On brand level, we helped adidas be the first brand to realize a new running revolution in China. Leveraging celebrity power, platform collaboration, digital innovation, and content creation, we made adidas brand and the UltraBOOST 19 more relevant to a broader group of audiences beyond athletes and serious runners.