|Category||A01. Activation by Location|
|Product/Service||ALPHABOUNCE RUNNING SHOES|
|Entrant||FRIENDS Moscow, RUSSIA|
|Idea Creation||FRIENDS Moscow, RUSSIA|
|Production||FRIENDS Moscow, RUSSIA|
|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 CampaignIn 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 ExecutionIt is not a running app or some hi-tech wearable device. It’s a website, that tracks GPS and accelerometer data, so 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.
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.
The strategy was to engage the target audience and establish the notion that the product fits perfectly no matter how or where they run.
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