360 campaign for new adidas ULTRABOOST 19.
THE BRIEF
To run a campaign to celebrate the BOOST technology and to present the new SKU: ULTRABOOST 19 - 20% lighter, with 20% more boost, giving 20% more energy back.
THE IDEA
Modification is the idol.
Technologies can change it all.
ADIDAS can boost your running on the DNA level.
Stop running. Go RunHacking.
THE CAMPAIGN ROLL OUT
We split the campaign into 3 steps.
Step 1. Boost celebration
We start to talk about RunHacking process: adidas is going to hack the running with upgraded boost technology.
We talked about RunHacking...
..in adidas e-comm:
... and all over the city:
Step 2. Countdown
In 2 days before dropping the new ULTRABOOST 19 on sale we placed the huge countdown timer on Arbat screens and in digital, including e-comm and social networks.
Step 3. ULTRABOOST 19 drop in
Finally we completed the RunHacking process and presented the new SKU that has hacked running.
We celebrate the drop in social media and OLV:
...on Arbat screens:
... all over the city:
...in malls:
We were extremely bold and managed to complete campaign KPI.
The team.
CD: Yaroslav Orlov
GH: Antonina Pirogova
DGH: Artur Miroshnichenko
SC: Julia Komolikova
