AWAKEN YOUR SLEEPING DISTRICT
| Title | AWAKEN YOUR SLEEPING DISTRICT |
| Brand | ADIDAS |
| Product/Service | ULTRABOOST RUNNING SHOES (PERFORMANCE RUNNING) |
| Category |
A08. Use of Competitions & Promotional Games |
|
Entrant Company
|
TBWA\MOSCOW, RUSSIA
|
|
Advertising Agency
|
TBWA\MOSCOW, RUSSIA
|
Credits
| Maxim Kolyshev |
TBWA\Moscow |
Сreative Director |
| Natalia Bystrova |
TBWA\Moscow |
Senior Art Director |
| Leonid Galkin |
TBWA\Moscow |
Creative Designer |
| Alexandra Vasilieva |
TBWA\Moscow |
Senior Copywriter |
| Leonid Galkin |
TBWA\Moscow |
Creative Designer |
| Maxim Maxutov |
TBWA\Moscow |
Creative Designer |
| Polina Krasnova |
TBWA\Moscow |
Creative Designer |
| Sergey Koptsiovsky |
TBWA\Moscow |
Strategic Director |
| Alexandra Natarova |
TBWA\Moscow |
Strategic Planner |
| Alexandra Chervotkina |
TBWA\Moscow |
Account Director |
| Natasha Polieva |
TBWA\Moscow |
Account Supervisor |
| Gavriil Spirin |
TBWA\Moscow |
Producer |
| Olga Kirillova |
TBWA\Moscow |
Producer |
| Denis Shushin |
TBWA\Moscow |
Head of Production |
| Alexey Ulanov |
TBWA\Moscow |
BU Director |
| Dmitry Vaschenko |
TBWA\Moscow |
Traffic Director |
| Kirill Blinov |
DAN Moscow |
Creative Director |
| Julia Gridneva |
DAN Moscow |
Editor-in-chief |
| Ekaterina Rybina |
Adidas Group Russia |
Senior Brand Manager |
| Tamara Nechepaeva |
Adidas Group Russia |
BU Director |
The Brief
Our objectives:
- Improve the brand image among the runners
- Inspire people with running in their domestic districts
Our strategy:
Moscow was divided into 24 running districts that competed with each other for the title of the best running district in Moscow. It was quite simple for a beginner to participate in the campaign. This included following steps:
- register on adidas-running.ru
- choose a district, the beginner would like to represent
- activate a running tracker
- start running.
Campaign Success
Our activation was based on three main insights, that are relevant to Russian running community – local pride, striving for being leader and habit to measure sport results with gadgets.
We decided to go forward and to create simple and clear site aggregating running data from individual running trackers. All collected kilometres were transferred for the favour of the one of the 24 districts, supported by runners. So, we converted running competition into the game – every month we announced intermediate results and delivered prizes for winning district.
Anytime any participant, who registered on the site and chose the district to support, could see the information about competition – current rating of the districts, which of the participants ran maximum kilometres, who trains more often then others etc.
Describe the success of the promotion with both client and consumer including some quantifiable results
- Total number of participants was more than 15 000 - 4 times more than was planned.
- More than 1,23 million kilometres was covered
- 72% runners state that adidas running brand motivated and inspired them to train more hard and more often
- adidas made the most desired running brand to buy: SPI 37%, difference between the brand and its main competitor: +5
- 3 times higher engagement rate than main competitor
- adidas Ultra Boost running shoes were sold out at the first months of the campaign
- The campaign inspired Russian rapper called Vladi with composing a song dedicated to the project - more than 300 000 views on youtube.
- Total amount of impressions was 6 times more than in previous year
- 22 million total reach
Explain why the method of promotion was most relevant to the product or service
Running is not about talking it’s about action in a real life. There’s no other thing to stimulate actual running but real life activation.