Adidas Case study WINDOW SHOPPING by TBWA\ Helsinki

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market Finland
Agency TBWA\ Helsinki
Executive Creative Director Martin Mohr
Art Director Pekka Puhakka, Kruno Ivancic
Released May 2013


Cannes Lions 2013
Cyber Lions Craft; User experience Silver
Mobile Lions Creative Use Of Technology; Networked Mobile Technology Bronze
Media Lions Use of Media; Best Use of Digital Media Bronze
Media Lions Use of Media; Best Use of Mobile Devices Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Digital Media
Advertiser: ADIDAS
Product/Service: ADIDAS NEO
Project Manager: Kia Herold (TBWA Helsinki)
Content Director: Juha Pelkonen (TBWA Helsinki)
Business Director: Lauri Toivonen (TBWA Helsinki)
Developer: Timo Reunanen (Symbio)
Developer: Marton Ekler (Symbio)
Developer: Kimmo Lahdenkangas (Symbio)
Project Manager: Juha Tikkanen (Symbio)
Global Brand Manager: Ceylan Yukler (TBWA)
Art Director: Kruno Ivancic (TBWA)
Art Director: Pekka Puhakka (TBWA Helsinki)
Concept Developer: Ville Yli-Knuutila (TBWA Helsinki)
Technology Specialist: Aleksanteri Gyllenbögel (TBWA Helsinki)
Technical Advisor: Mikko Köykkä (TBWA Helsinki)
Product Designer: Daniel Julier (TBWA Helsinki)
Creative Technologist: Väinö Leskinen (TBWA Helsinki)
Project Director: Nina Kaskinen (TBWA Helsinki)
Executive Creative Director: Martin Mohr (TBWA Helsinki)

Results and Effectiveness

The result was great! We had daily e-Com conversion, which proved the viability of the system. Because of that we are now looking on how to scale up.
Additionally, the system itself was highly engaging and generated huge awareness. If someone interacted with the system, up to 90% of bypassers attention was caught and around 1 in 4 entered the store after playing with the window. Adidas Window Shopping was not only leading traffic to the e-Com, but also heavily to the brick and mortar.
We put shopping into window shopping.

Creative Execution

Within 10 months of rapid prototyping, we built a system that turns any storefront window into a fully functional virtual store with the most responsive user experience ever. By combining the storefront with the already existing e-Commerce, the system effectively extends store opening hours to 24/7, and gives consumers a fun and engaging brand experience at any time of the day.
Without the need of an App or QR code readers, our users could connect their smartphones via a simple URL in the native mobile browser and a one-time PIN. From that on, a user could simply drag products into a shopping bag on the window, to see them instantly appear on their device. A true wow effect. Users could then buy the products straight from their mobile and share their list friends. In effect, one user interaction would reach many.

Insights, Strategy and the Idea

We would love to claim that this is a textbook example. However, it would not be exactly true. As often happens in real life, we had the technology solution before we had the problem. Exploring the technology inspired the idea of using it on store windows to enable customers to browse products in shop windows and make purchases using their personal mobile handset even when the store was closed. We found the true problem; how to link the physical presence of a high-street brand into a brand's e-commerce presence on the web.
We asked ourselves the question: Why is 'window shopping' missing the shopping part?
The Adidas NEO label offered the perfect environment to test the experience because of its young tech savvy target audience. With our solution, the Adidas NEO customers would never be met by a closed store again.