Adidas Boost Your Run
BoostTM technology is based on the conservation of energy theorem in Physics. Energy is never lost, but only transformed from one form to another. The foundation of the BOOST™ innovation is centred on its cushioning material. Based on a groundbreaking development process created by adidas partner BASF, the world's leading chemical company, solid granular material (TPU) is literally blown up and turned into thousands of small energy capsules which make up the footwear's distinctive midsole. With their unique cell structure, these capsules store and unleash energy more efficiently in every stride. Tests conducted by the adidas Innovation Team show that the highly durable material found only in Energy Boost products provides the highest energy return in the running industry. We knew this concept would be too difficult to digest in a TVC or print ad, so rather than talking at our audience, we decided to show them!LB
Traditionally, sports brands in the region promote their various products on the back of celebrity endorsements with massive advertising budgets. Product performance superiority is claimed by all brands and is often supported with complex scientific proof. Consumers are left with too many choices and their decision becomes just as much emotional as it is rational. Adidas needed to launch its new BOOSTTM technology, and make their consumers understand it, to cut through the clutter and score against its main rival Nike. Without that understanding, the claims of BOOST would just appear as another marketing ploy to push sales.
Our most valuable consumer was the ‘Young Urban Runner’ – those aged 14 and above and young adults. But we did not want to limit out target audience to any set group and believed that targeting influencers within the Young Urban Runner group would help Adidas reach the widest audience possible.
For a large majority, running is more often a fun and personal activity but there is a core set of consumers who look at running as a competitive sport. This is becoming even more prevalent with the advent of wearable technology which can track running performance and then be socially shared. We intended to leverage the sociability of our TA both on and offline in our campaign.
Our insights also revealed that the purchase of running shoes is not just an individual decision. In every group there will be one or two key influencers who are looked upon as experts to recommend brand choice. We knew that getting influencers’ approval of the BOOST™ concept was key to reaching the wider user group.
The TA lead busy lifestyles have active mindsets and competitive personalities.
To bring Young Urban Runners together across both real and virtual locations to compete against one another and experience the endless energy Boost gives first hand.
Pop up activation stands were built outside adidas stores in Beirut City Centre in Lebanon and CityMall in Jordan. Mall goers were invited to put on a pair of adidas BOOST shoes and race against the competition. Using augmented reality and motion technology detection, we mounted cameras on the platform to detect the users’ feet running and transform their speed onto the screen; thus the faster the user runs, the faster the BOOSTTM shoes persona displayed on the screen will move.
Users had to log in using their Facebook account and had two options to play the game; either using the keyboard or the webcam.
1/ Webcam option: Through motion technology detection, the laptop webcam will detect the users’ hands moving up & down and in much the same way as the mall activation, again uploading their photo and score to the micro site and their own Facebook page.
2/ Keyboard option: Users should use the right and left arrow buttons on the keyboards in order to run.
Users could also download a purpose built application and log in with their Facebook account in order to play. In order to run, the users need to tap on the screen using fingers to run.
Across all 3 platforms (In mall, Facebook and mobile app), users had the option to choose the track they desired to “run” on. All the scores obtained were displayed on the microsite for the 3 different platforms in both Lebanon and Jordan.
“I felt as if the shoes were moving my feet, not the other way round”On ground consumer interview