Adidas Promo, Case study COLOUR YOUR RUN by Iris Singapore

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COLOUR YOUR RUN

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Singapore
Agency Iris Singapore
Art Director Echo Tan, Regina Chan
Designer Lucas Burrows
Producer Kim Lim
Released April 2011

Credits & Description

Category: Best Use of Audio
Advertiser: ADIDAS
Product/Service: ADIDAS CLIMACOOL
Agency: IRIS WORLDWIDE
Date of First Appearance: Apr 11 2011
Entrant Company: IRIS WORLDWIDE, Singapore, SINGAPORE
Entry URL: http://www.adidascolourmissions.com
Creative Director/Writer: Tom Ormes (iris Worldwide)
Creative Group Head/Writer: Shehan Karunatilaka (iris Worldwide)
Art Director: Echo Tan (iris Worldwide)
Composer: Ben Rosen (The Gunnery)
Sound Designer: Evan Roberts (The Gunnery)
Composer: Paul Searles (The Gunnery)
Account Director: Yulis Teo (iris Worldwide)
Account Manager: Janice Liu (iris Worldwide)
Junior Interactive Developer: Clement Chia (iris Worldwide)
Senior Project Manager: Jodi Chime (iris Worldwide)
Designer: Lucas Burrows (Bunch Design)
Art Director: Regina Chan (Freelance)
Sound Designer: Eddie Lim (The Gunnery)
Senior Manager Brand Communications: Marcus Chew (adidas South East Asia)
Senior Associate: Saffry Hoo (adidas South East Asia)
Producer: Kim Lim (iris Worldwide)
Media placement: Radio - Major Radio Stations In Listed SEA Markets - SGP, MY, TH, VM: 24/1/11
Media placement: Print - Major Newspapers & Magazines In Listed SEA Markets - MY, IND, TH, VM: 21/1/11
Media placement: In-Store (Posters, Cards, Wobblers Etc) - In-Store - SGP, MY, IND, VM: 24/1/11
Media placement: Online - Microsite (Adidascolourmissions.com) - 11/4/11
Media placement: Social Media - Facebook - 18/4/11

Insights, Strategy & the Idea
adidas has a reputation for being a serious running brand, and there was a desire to change that image with the new Climacool colour range to show adidas’s youthful, lighter side.

But rather than target the serious runner, we directed our communication to the part-time runner who might run a couple times a week, and needed a little encouragement to do so.

So we gave them a mission, one that would inspire them to get off the couch and go for a run. Using the simple truth that people listen to music while they run, we gave them a series of audio missions led by a field commander that reinterpreted their run, turning it into an exciting adventure.

And in the process, they might get fit doing it.

Creative Execution
Why just go for a run, when you can go on a mission?

adidascolourmissions.com : A series of downloadable audio tracks that turn your regular run into an action-packed adventure.

We knew that the Climacool target market needed some encouragement to get out there and run, so we created a series of downloadable audio tracks that gave their run a bit of a 'kick'.

Rather than just being a runner, you're a bank robber and your getaway car has left without you. Or you're chasing the alien mothership. Or vampires are chasing you. Or you're a rock star and you're late for your gig. We took the simple act of a run, and dialled it up to the next level.

Using print, radio, online and social media, runners across Asia are going places they've never run before.

Results and Effectiveness
This is a regional campaign for South East Asia.

At the time of writing, the campaign has launched in only a few markets, and without the entire media spend. We thought it would be a slow-burn, and would've been happy with a few hundred downloads at this point.

Last weekend though, there were over 4,000 downloads. This is an impressive figure, especially by Asian runners that are online. Interest is up massively, and Climacool shoes are starting to fly off shelves across Asia. There's a real buzz about this idea.

We're expecting a further surge in momentum from this point on.