RUNTOSCROLL

ClientADIDAS
Category C02. Use of Mobile
TitleRUNTOSCROLL
Product/ServiceALPHABOUNCE RUNNING SHOES
Entrant FRIENDS Moscow, RUSSIA
Idea Creation FRIENDS Moscow, RUSSIA
Production FRIENDS Moscow, RUSSIA
Credits
Name Company Position
Aleksander Zavatskyi Friends Moscow creative director
Aleksander Orekhov Friends Moscow art director
Artur Malina Friends Moscow copywriter
Ekaterina Ponomarenko Friends Moscow Account Director
Peter Fomichev Friends Moscow head of digital department
Peter Gyske adidas senior marketing director, category running
Eugene Karasev adidas brand communications director
Maria Ignatova adidas senior brand manager
Tatiana Fedyaeva adidas brand communications specialist

The Campaign

In order to engage the target audience and establish the notion that the product fits perfectly no matter how or where you run, we built a unique website where users literally need to run in order to scroll the page. All along the "length" of this site, we placed dozens of pairs of Alphabounce sneakers, so that anyone could get a pair for free if they reached them first.

Creative Execution

A unique website where users literally need to run in order to scroll the page. All along the "length" of this site, we placed one hundred pairs of Alphabounce sneakers, so that anyone could get a pair for free if they reached them first.

Results

Thousands of people from all over the Russia were actually running on our track for 14 days. 106 000 unique users covered 30 000 000 meters total distance in pursuit for the new Alphabounce sneakers.

People run at different times, different places, different distances, for different purposes. And the only thing that unites them is running. Therefore, we created the unique running competition that took place on the special website. We invited runners to participate in our competition by contacting them directly through various athletes and running influencers to showcase the versatility of sneakers.

The strategy was to engage the target audience and establish the notion that the product fits perfectly no matter how or where they run.