Adidas Design & Branding TEMPERATURE DISCOUNT by TBWA\Hakuhodo Tokyo

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Japan
Agency TBWA\Hakuhodo Tokyo
Director Koichiro Tsujikawa
Executive Creative Director Kazoo Sato Associate Creative Director
Creative Director Hideyuki Tanaka
Editor Nao Watanabe
Released July 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: ADIDAS JAPAN
Product/Service: CLIMA COOL
Executive Creative Director: Kazoo Sato (TBWA Hakuhodo)
Creative Director: Hideyuki Tanaka (TBWA Hakuhodo)
Senior Art Director: Katsuhiro Shimizu (TBWA Hakuhodo)
Agency Producer: Taro Sato (TBWA Hakuhodo)
Planner: Kaname Aratame (TBWA Hakuhodo)
Planner: Nozomi Imaoka (TBWA Hakuhodo)
Planner: Yoshitaka Kobayashi (TBWA Hakuhodo)
Film Production Company: Aoi Promotion (Aoi Promotion)
Director: Koichiro Tsujikawa
Editor: Nao Watanabe
Film Producer: Shunsuke Nakamura
Media placement: adidas Website (PC) - Digital - 4 July 2011
Media placement: PR Event - PR - 4 July 2011
Media placement: adidas Own Retail Stores - In-Store - 4 July 2011

Describe the brief from the client
How to own CoolBiz business in Japan, while many brands do similar activities, especially during massive-electricity saving trend after gigantic earthquake.

Describe the challenges and key objectives
How to turn summer heat into entertainment, digitally and visually.

Describe how you arrived at the final design
Create a special website for adidas where users can check the current temperature, which an interface changes along with the real-time weather and temperature. User clicks on the page, automatic search programmes finds images on the web displaying the temperature numbers. The programme generates automatic movie-using images, where the movie changes every time as temperature fluctuates. When above 35-degrees Celsius, movie turns into an entertaining celebration movie. At the end, QR Code appears for users to scan/save coupons on their mobiles. As they bring it to adidas retailers, they are rewarded with special discounts with special rates accordingly with the temperature.

Give some indication of how successful the outcome was in the market
As a result, we have earned approximately ¥100m PR exposure with ¥0 investment for media. We had 40,721 visits to a micro site as of August 17th and already achieved KPI 30,000 visits by the end of August. Also approximately 1,000 people have shared our temperature discount website with their friend via Facebook. Moreover, sales in adidas retail stores increased by 132%.