adidas

boost your summer campaign

12 August, 2015

Visit Project
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Objective

This summer, adidas has created its own sports event, namely the “boost your summer” campaign, for people to participate for a healthy boost to the body. A 6-week pop up “adidas sports base” was built in Central Harbor-front Event Space during Jun – Aug 2015. Our mission was to support adidas by creating a unique brand experience and encouraging customer participation during the event, while strengthening its brand leadership in the sports category.

Idea

The “boost your summer” campaign offers various sports activities and a series of competitions for the audience to participate. To recruit event participants and increase customer engagement, a list of digital and O2O strategies was introduced to integrate both online and offline experiences, allowing adidas to stay engaged with their audience.

Approach

Campaign Site & Online Registration
An integrated campaign site (www.adidas.com.hk/boostyoursummer) was setup for event enrollment and customer engagement. Online registration was available for different sport base activities ranging from training workshop to competitions, covering 5 major sports categories – football, basketball, running, fitness training and yoga. Audience could also check out the event updates on the campaign site, including the match schedule & results, photo gallery, pop-up store, as well as new product information.

Digital Activation & O2O Experience
Digital activation games were held to increase social sharing. Customers were encouraged to upload their precious moments in sports on Instagram with designated campaign hashtag, while those who submitted the most creative photos would receive a special prize. They could also generate customized content such as thematic photos and cheering message from campaign site to share their excitement on social platforms. Besides, on-site digital installation including digital LED wall and Smartball Challenge was setup to create interaction with sports base visitors. Customer-generated messages and live results from Smartball Challenge and other digital activation games would also be displayed on the LED wall instantly.

Credit

Project Management/ Wing Chow, Andrea Wong, Gloria Chan Creative Director/ Don Chan Art Director/ Rings Yan Copywriter/ Lala Lui Designer/ Ki Lam, Toni Cheng Developer/ Snowie Mok, Kong Lee, Cyrus Au Programmer/ Lynn Chan, Lung Chan, Silver Lam, Vincent Fung


KEY ACHIEVEMENTS

400k+
views to campaign site in 3 months

3,000+
participations on digital activation games

400+
participations on Smartball Challenge at adidas sports base

Awards

  • award-2016-markies-adidas_boost_your_summer_gold

    adidas boost your summer campaign

    Best Use of Integrated Media - Gold

    Markies Award 2016

  • award-2016-markies-adidas_boost_your_summer_silver

    adidas boost your summer campaign

    Best Idea - Experiential - Silver

    Markies Award 2016

  • award-2016-markies-adidas_boost_your_summer_silver

    adidas boost your summer campaign

    Best Idea - Events - Silver

    Markies Award 2016

  • award-2016-markies-adidas_boost_your_summer_silver

    adidas boost your summer campaign

    Best Idea - Customer Engagement - Silver

    Markies Award 2016

  • award-2016-iac-adidas_boost_your_summer

    adidas boost your summer campaign

    Best Sports Integrated Ad Campaign

    2016 Internet Advertising Competition (IAC)