adidas neo event design

Brand – Adidas Neo

Style Speak

For a lifestyle brand, it’s not easy to cut through the clutter and speak to the teen audience. But if you’re confident of your product range, more often than not, that becomes your medium of communication. Shrijan comes up with a promotion plan for the latest teen fashion collection, Adidas Neo.

Objective.

Adidas Neo is a brand for the teen. But it hasn’t been able to become the icon it should’ve been. The aim of the campaign is to re-launch and promote the brand amongst the target group and generate enough buzz and virability.

Insight.

It is the aspiration of every teen to become the style icon of the community one belongs to. As a lifestyle brand, Adidas Neo can facilitate this process, by providing both the style and the media.

Concept.

Lend and opportunity to every teen to sport Adidas Neo apparels and accessories and try their chance to become a Styling Star. The campaign is intended to communicate through on-ground activity and social media, two most important vehicles of targeting the audience.

Execution.

The campaign starts with teaser floor stickers, pasted all across the city, at strategic locations. The next step is to organize a canter activity which was a display stall cum a photo booth. A teen is encouraged to try out his choice of stuff from Adidas Neo and get clicked in the attached booth. Next, he uploads his pic on Facebook and mentions the name of the locality/community he belongs to, for instance, College of Art. Basis user votes, the winner for College of Art is decided who goes on to win Adidas goodies.