The task was to promote new adidas ZX FLUX model in the Serbian market through digital activation and BTL. To combine those two, we have created a photo competition on Instagram, in which we used transparent ZX FLUX stencil leaflets as a required creative tool. Usual digital communication tools (like live application or website) were not available, so we had to deliver the stencile through street promotions. Stencils where given to Millenials, with the clearly explained mechanism. They had to take a photo with a mobile phone using the stencil as a frame, thus creating an original ZX FLUX pattern, post the photo on their Instagram profiles and use #zxfluxbelgrade. We made a YouTube video with brand ambassadors spreading the buzz. 2000 sticker stencils where posted all over the city. Three winners, chosen by the jury, won the shoes with their own motif as a design pattern.

We chose Instagram, social network with the largest growth of users in Serbia. More importantly, Instagram recorded the largest migration of Millennials.

10000 printed ZX FLUX stencils where delivered around the city, offering them a chance to enter the competition. Promotion was also done on Facebook and Twitter with the users being directed to the @adidassrbija Instagram profile.When the brand ambassadors were chosen, it was taken into account that they are young popular personalities, also with a significant presence on social media. Their “digital personalities” potential was placed for the purpose of strengthening the buzz of the whole campaign.

This was one of the most successful Instagram campaigns in Serbia. In 3 weeks, 1344 posts on #zxfluxbelgrade hashtag, with 1430 new followers and 270 contest participants. ZX Flux competition took over Serbia’s Instagram profiles. The concept of the campaign, established ZX Flux as a "medium of creativity". This has contributed that consumers do not perceive the product primarily as functional, but as a sneaker that can be a genuine individual expression.

Entire contingent of sneakers imported to Serbia was sold during the three weeks campaign.Now ZX Flux model is one of the most popular Adidas models in Serbia