adidas

boost your run campaign

12 January, 2015

Visit Project
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Objective

Seeing the growth of running culture in Hong Kong, Adidas has regarded the running category as one of their key business focus over the past few years. In 2014, Adidas has brought the cushioning technology to a new level with the launch of the new series of running shoes – adidas BOOST. To capture a bigger market share, adidas needs to create awareness and engagement with an integrated campaign, supporting the runners in every step – from preparation, to training, to competition.

Idea

Today running has evolved from a sport into a social activity. Runners train together, run in packs and support each other throughout the journey. To get into the mind of the customers, Adidas aims to strengthen the emotional bonding between the brand and the runners. Hence, to pave the way to 2015 Hong Kong Marathon, we have set up an integrated O2O platform to connect different scoring activities with the aid of NFC technology.

Approach

Campaign Site and Recruitment
A campaign site has been set up as a hub for all runners. After created a personal account through Facebook connection, users will become a member of #teamadidas. The membership will be connected with their NFC bracelet and adidas miCoach running app, which could enrich their entire running experience.

NFC Connection and Activation
While users attended specific running events, or completed member registration via the vending machine at designated adidas store, a personal NFC bracelet will be given to them. Points will be rewarded and accumulated when users do check-in with their NFC bracelet, upload their running photos to the campaign site, or complete a miCoach challenge.

Vending Machine x Photo Booth
To increase the level of engagement, an interactive vending machine has been set up at adidas flagship store in Tsim Sha Tsui. Once users have accumulated enough points, they can redeem various prizes by tapping their NFC bracelet on the vending machine. On the other hand, users can also select different photo frames to record their #teamadidas moments using the photo-taking function.

Viral Video
A viral video for #teamadidas has been produced to promote the campaign and create viral effect on digital platforms. KOLs are invited to demonstrate all scoring activities in the video to encourage participation.



KEY ACHIEVEMENTS

2,500+
registered participations

3,850+
photos were uploaded online

7,650+
photos were taken by vending machine x photo booth

Awards

  • award-2015-markie-adidas_boostYourRun_campaign_gold

    adidas boost your run campaign

    Best Use of Technology - Gold

    Markies Awards 2015

  • award-2015-markie-adidas_boostYourRun_campaign_silver

    adidas boost your run campaign

    Best Idea - Retail - Silver

    Markies Awards 2015

  • award-2015-markie-adidas_boostYourRun_campaign_bronze

    adidas boost your run campaign

    Best Idea - Social - Bronze

    Markies Awards 2015

  • award-2015-markie-adidas_boostYourRun_campaign_silver

    adidas boost your run campaign

    Best Idea - Digital - Silver

    Markies Awards 2015

  • award-2015-markie-adidas_boostYourRun_campaign_bronze

    adidas boost your run campaign

    Best Idea - Customer Engagement - Bronze

    Markies Awards 2015