Cannes Lions

60-Second Winter

TBWA\HONG KONG, Hong Kong / ADIDAS / 2017

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Overview

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Overview

Description

REDEFINE THE CONTEXT OF WINTER

Breakthrough local weather limitations and disrupt market conventions

The short window of winter in Hong Kong created a huge challenge to promote winter apparel in November.

• Many brands go for a conventional way of store display to induce awareness and interest. They communicate with visuals and videos of winter scenarios to get across the message of keeping you warm.

• But before the weather gets cold, it seems irrelevant to bring this message across and it is hard for people to actually experience the product’s benefits.

As such, getting prospective customers to try on winter jackets in-store is even more difficult.

So what was the creative solution to this problem?

CREATIVE SOLUTION:

Bring in winter when it’s still warm with a 60-Second Winter, changing a regular fitting room into 4D VR snow run experience with weather and audio effects.

Execution

CREATING A SPECTACLE: ADIDAS’S FIRST EXPERIENTIAL FITTING ROOM

• We created a unique adidas Climaheat VR fitting room at the Hong

Kong adidas Sport Performance Flagship store.

GAMIFYING THE IN-STORE EXPERIENCE AND CUSTOMER JOURNEY:

• In the context of cold weather, we challenged the players with a

1-min running game in our Climaheat jackets, where they could

experience the benefits of the product. To make it more personalized,

players took photos of themselves, which gave them a personalised

avatar in the game.

• Within the game, players had to run fast enough to avoid being hit by

a huge snowball and gained higher scores

• Players with high scores were rewarded with different instant incentives

based on their scores once they’d finished the game. The in-game

experiences were recorded as branded videos and sent to players.

Outcome

BRINGING THE WINTER WORKOUT EXPERIENCE TO CUSTOMERS REALLY PAID OFF.

The adidas Climaheat VR fitting room brought tremendous success on two

levels:

Engagement level

12 participants per hour on average when Snow Run was open in-store.

840 gift redemptions were made.

Sales level

Players were driven to purchase the product in store instantly, leading to significant sales growth:

44% increase in sales of Climaheat jacket in stores overall compared with the pre-campaign period.

42% increase in overall Climaheat jacket sales VS. 2015, exceeding our target of 20% YOY growth.

11% sales conversion rate for players who experienced the product and shared their game-play on social media.

The Climaheat Snow Run VR game embraced the adidas spirit of creativity and set new rules for winter retail marketing for adidas, delivering hard results that made an

impact on the bottomline.

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