Adidas Digital, Case study TEMPERATURE DISCOUNT by TBWA\Hakuhodo Tokyo

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency TBWA\Hakuhodo Tokyo
Director Koichiro Tsujikawa
Executive Creative Director Kazoo Sato Associate Creative Director
Creative Director Hideyuki Tanaka
Art Director Katsuhiro Shimizu
Editor Nao Watanabe
Released April 2010


Spikes Asia 2011
Digital Websites Bronze

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: ADIDAS JAPAN
Product/Service: CLIMA COOL
Executive Creative Director: Kazoo Sato (TBWA Hakuhodo)
Creative Director: Hideyuki Tanaka (TBWA Hakuhodo)
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/objective of the direct campaign.
Since the biggest earthquake the government forced major companies to save electricity especially the usage of air conditioners. Thus, Japan's hot summer became hotter. The objective is to own this Cool Biz trend and have adidas at the centre of this movement by celebrating hot temperatures. adidas tapped into this insight and turned the hotter summer into entertainment so everyone can enjoy hot summer and get benefit from it. Not just communicating Cool Biz style with product relevancy, but by owning the temperature and turning it into a unique discount programme, which was received interestingly by both media and audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
adidas launched a new line of quick-drying sportswear called 'Climacool'. To coincide with the launch, adidas ran a unique campaign that embraced the challenge of power saving, and created a real-time link between retail and digital. The idea was to create the world’s first 'Temperature Entertainment' by offering discounts that coincided with rising temperature. adidas discounted the same percentage as the temperature, only if the temperature exceeds 35-degrees Celsius. The hotter it gets, more discount you get. Normally people hate hot temperatures but adidas turned the hot temperature into consumer benefit so that they can celebrate and enjoy the hot summer.

Explain why the creative execution was relevant to the product or service.
In the retail environment adidas was trying to promote Clima Cool Biz style and adidas needed to come up with something to drive traffic to retail and help increase sales of the Clima Cool product. The adidas temperature discount was perfect digital content that created a buzz and drove a traffic to retail store.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As a result, we have earned approximately 100m JPY PR exposure with 0 investment for media. We had more than 100,000 visits to a micro site as of August 17th and already achieved KPI 30,000 visits by the end of August, with more than 1,000 people sharing our temperature discount website with their friend via Facebook and Twitter. More over, sales in adidas retail stores increased by 132%.