Adidas Promo, Case study CLIMACOOL by Sid Lee Montreal

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CLIMACOOL

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Canada
Agency Sid Lee Montreal
Director Julien Rocher
Released October 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: ADIDAS
Product/Service: SHOES
Agency: SID LEE
Agency: (Sid Lee)
Director: Julien Rocher
Video Production: (Astrolab)
Music: (Noisia)
Media placement: NA - - NA

Summary of the Campaign
The idea is to plunge each winner into a sort of spy film, and leave them breathless. They’re first kidnapped in-store by a group of guys. Then Teddy Riner, quintuple judo heavyweight champion of the world, gives them instructions, calling on them to run, hide, take a helicopter ride, no questions asked. They face a series of challenges at 100 miles an hour: they recover clues, dig through an apartment, take on a different identity, tame an angry dog, hug a stranger, jump out of a plane with pizza…

If they successfully complete their “Ready to run” mission, they can choose from one of three prizes: 1. jumping out of a plane to have a soccer pizza party in a dream villa with a famous French rapper, 2. partying in a limo with a famous singer and a soccer star, or 3. playing soccer with the players from their city’s club. Athlete ambassadors of the brand live tweet to encourage the winners during the crazy race and generate buzz via their followers.

The Situation
Studies show that French teens do not like to run or jog. They prefer to play soccer, watch action movies and play video games, in which they take on the role of the protagonist and confront extreme situations.
Climacools are running shoes specially designed for variations between hot and cold. The material adapts to the city’s extreme conditions. This feature sets them apart in an otherwise very competitive market.

The Goal
The objective is to encourage 14-19-year-olds to try on Climacools in-store via a super-immersive, instant-winner-style contest. By enticing them to be the protagonists of the next “Ready to run” mission, with Climacools on their feet.
Our goal is also to show that Climacool sneakers aren’t just for running, but also for confronting the extreme challenges our city throws at us.

The Strategy
Rather than just articulating the product promise, we decided to have them live it. By way of an immersive experience, which includes the extreme challenges our city throws at us daily, and by mobilizing the 14-19 segment to play the protagonists of these urban missions. To accentuate the immersive aspect typical to spy films, clues can be found on the website and in-store via a QR code. These interactive mediums allow the teens to communicate with Teddy Riner, who sends the next mission’s clues by email or MMS. That way, even if they’re not kidnapped in-store, they’ve at least taken part in the experience.
The PR strategy has us asking bloggers to unveil new clues on their personal blogs.
Furthermore, during the stunts, athlete ambassadors of the brand live tweet to encourage the winners and generate buzz via their followers.

Execution
The OP lasted three weeks, with a new kidnapping every week in three locations in France: one in Paris, one in Marseille and one in Lyon.
Each mission drew on the daily lives of 14-19-year-olds. Their surroundings were familiar, but everything was faced with much more intensity, thanks to their Climacools. The fact that they didn’t know on which day, in which store, in which city the next kidnapping would take place helped us keep suspense levels high.

Documented Results