Cannes Lions

adidas Running: Xeno

WE ARE SOCIAL, London / ADIDAS / 2018

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Overview

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Overview

Description

These days runners value their individualism, and want to be able to dictate their style on their own terms.

Our solution tapped into this attitude by creating an Instagram Stories Poll that allowed the global running community to customise an ultraBOOST shoe from top to bottom, with newly released XENO reflective technology at the heart of it.

Instagram's recently released Poll technology enabled us to involve a global community and tap into the Zeitgeist by using a new platform update.

Execution

The ultraBOOST XENO campaign was all about speed and collaboration. We developed the concept, produced assets, launched the campaign and announced the final shoe design in just a week from the Poll functionality being communicated by Instagram.

When live, the Poll allowed people to vote on every aspect of the shoe from the sole, to the laces. They were presented with a simple choice between reflective XENO material - not normally available for customisation on adidas shoes - or black and white.

Participation was incentivised by the opportunity to win one of 50 of the final limited edition shoes. But they had to be quick. Like every story, it disappeared after 24 hours.

Outcome

The campaign was a massive success. In just 24 hours, 149,000 people completed the eight-part Instagram Story, and 30,000 of those swiped up to enter - a 3000% increase on average swipe up rates for the channel.

The final post announcing the winning shoe design smashed previous engagement records by 267%, creating massive hype and awareness for the new XENO technology.

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