Adidas Promo, Case study TEMPERATURE DISCOUNT by BlueCurrent Japan, TBWA\Hakuhodo Tokyo

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TEMPERATURE DISCOUNT

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Japan
Agency BlueCurrent 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: Consumer Goods, including FMCG and Household Products
Advertiser: ADIDAS JAPAN
Product/Service: CLIMA COOL
Agency: TBWA HAKUHODO
Agency: BLUECURRENT JAPAN
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 (Aoi Promotion)
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

Summary of the Campaign
Due to the stop of nuclear power plant on March 11th, the entire country needed to save electricity, especially for the usage of air-conditioner during summer.

So, Japan’s hot summer became hotter. Adidas needed to do something to enable people to survive this hot summer and let them enjoy it. At the same time, 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 also created a real time link between its retail and digital spaces. Our idea was to create the world’s first 'Temperature Entertainment' by offering a discount that coincided with the rising temperature. Adidas discounted the same amount of number of percentage as its temperature, only if the temperature exceeds beyond 35 degrees Celsius. The hotter it gets, more discount you get. Normally people hate hot temperature but adidas turned the hot temperature into a consumer benefit so that they can celebrate and enjoy the hot summer.

The Situation
How do you own 'Cool Biz' (a government-run initiative designed to make people stay cool during the summer months while decreasing energy consumption) in Japan, while many brands do similar activities, especially during the massive electricity-saving trend after the gigantic earthquake?

Solution:
Turn the hot temperature into a consumer benefit:a discount. People hate heat but if it applies to discounts then people enjoy it. By introducing the 'temperature discount' at a press event where celebrities, politician, young executives attended, and as well as to announce the campaign, so that media can pick up the news about a digital temperature discount system, with no media investment. As a result, media exposure exceeded 100m yen, which was more than enough to spread the news nationwide.

The Goal
The goal of this project was to own the 'Cool Biz' trend (while many fashion brands were doing similar activities) and have adidas at the centre of this movement. People in this country were depressed by the disaster and with the saving-energy policy forced by the government, adidas needed to tap into this insight and turn this hot temperature into entertainment contents, for target audiences to spend a happy summer.

The Strategy
We launched this campaign with Press Event in order to spread the Word of Mouth that adidas is taking advantage of hotter summer, ClimaCool Biz. We invited numerous influencers to this press event, including Japanese politicians who were official icons of Japan’s Cool Biz, and they tried to propagate entire country. At the Press event, we announced the special discount program, 'Kionwari' - adidas' temperature discount. The mechanic of this program is simple: access the adidas digital platform and when the outside temperature exceeds 35 degrees, you can download the special discount coupon with 35% off. (If it’s 36 degree, you can download a 36% discount coupon) We also decorated the adidas store with Clima-Cool Biz and adidas temperature discount graphics containing QR codes so that costumer can access to website via their mobile/smart phone to download the coupon from the store, and actually buy the product with the respective discounts.

Execution
We have launched the adidas temperature discount by having a PR event on July 4th. We were able to invite not only the celebrities, but also 2 key politicians, who are becoming official icons of the 'Cool Biz' trend led by the Japanese government. At the same time we launched a micro site to promote the temperature discount, where people could visit and check the current temperature and see the special video celebrating hot temperature. The discount coupon became available only when the temperature exceeded 35 degrees. People kept coming back to the website to check the temperature and waited for the temperature discount to be activated. We also created official a twitter account to let followers know the current temperature and create anticipation for the activation of the temperature discount.

Documented Results
As a result, we have earned approximately 100m yen in PR exposure with 0 investment in 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 friends via Facebook. Moreover, sales in adidas' retail stores increased by 132%.