The main objective of this campaign is to allow young targets to experience adidas outdoor’s product line terrex boost. The reason why we focused on targeting toward young generations is that they are interested in outdoor.

In order to attract young targets to try on terrex boost products, we created a playful store in front of a department store where numerous young generations pass by in Seoul, Korea.

The store was built on top of a 10-meter-high cliff at an angle of 55 degrees, which was designed to be seen and felt as a real steep mountain.

To add sportsmanship and increase participation, we made this event as an interactive game of climbing up a cliff. Additionally, a special discount system where people with a better time record receives a bigger discount was incorporated throughout the event.

Compared to the Western culture, in the Eastern culture including Korea, people tend to have a passive attitude attending events. People are usually too shy to participate in events.

Also, outdoor brand competition is overwhelming in Korea. Korea’s outdoor product market is one of the top in the world. There are a large number of outdoor brands and they spend tremendous amount of money on advertising. These brands tend to use famous celebrities to engage consumers. However, adidas outdoor and especially terrex boost is a brand that no one knows compared to these big outdoor brand competitors.