Adidas
adidas’s most successful franchise the ‘ULTRABOOST’ is the greatest ever running shoe. Soon after the launch, the shoes gained popularity and became a perfect choice for runners across the globe.
Adidas aimed to cement ULTRABOOST 21 as the world’s most innovative and responsive running shoe and establish the product’s USPs (design, technical superiority and consumer benefits)
The objective was to drive awareness and desire of ULTRABOOST 21 as the greatest running shoe in the world and build product superiority in the category. We also had to position ULTRABOOST 21 at the forefront of performance running shoe.
Challenges
Motivating people to take up fitness and getting that missing energy back into their lives in the ongoing pandemic
Convincing the journalists to step out of their homes to be a part of the Hi-Energy Run Session led by Adidas athletes
Ensuring consumers’ participation in the Hi-Energy challenge
Tapping the product launch sections as key publications limited the lifestyle and supplement columns in the newspaper
Sustaining media engagement during the lockdown and ensuring brand visibility
Services rendered
Global Press Conference
adidas’s most successful franchise the ‘ULTRABOOST’ is the greatest ever running shoe. Soon after the launch, the shoes gained popularity and became a perfect choice for runners across the globe.
Top mainlines and lifestyle publications invited to attend and interview the available spokespeople
Publications such as HTMint, Lifestyle Asia, and Mans World attended the conference
Media, Celebrity and Influencer Seeding
Potential influencers and celebrities identified for seeding the footwear to further celebrate and stimulate the campaign messaging to the audience through social media
Top publications tapped across beats (mainlines & lifestyle) for a potential review opportunity of the product
Extensive review of the UB21 carried by publications such as Hindustan Times Brunch, Business Standard, Mint, GQ, and Mans World.
Launch Press Release
Pan India press release disseminated to key media
Running Activation: Hi-Energy Challenge
The launch of a digital challenge in the Adidas running app based on clocking active minutes (compared to energy burned), with an individual goal of completing a certain number over a given period
A Pan India press release with the link of the Hi-Energy Challenge along with the joining details shared with the media. It disseminated vital information and maximised participation
ADIDAS RUNNERS Community engaged with the consumers through fitness sessions while encouraging them to participate in the challenge
Media Interactions with AR Community
Strategic media interactions conducted with the ADIDAS RUNNERS Captain/Coaches who gave insights about the importance of running and Adidas’ initiatives to support it
Result
While the total exposure crossed 200, the advertising value stood at over 1.5 crore and the PR value climbed to over 5 crore. The exposure to CAT A was registered over 60% whereas CAT A &B’s combined exposure was calculated at over 90%. Lastly, the media coverage featuring Adidas in the headline stood at over 70%. Overall, Kaizzen overachieved the desired results and came out victorious after a successful campaign.
