Category

Award

ADIDAS TEMPERATURE DISCOUNT

ClientADIDAS JAPAN
ProductCLIMA COOL
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Type of EntryTechnique
CategoryBest Use of Digital PR
TitleADIDAS TEMPERATURE DISCOUNT
Product/ServiceCLIMA COOL
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
PR/Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN
Credits
Name Company Position
Kazoo Sato TBWA\Hakuhodo Executive Creative Director
Hideyuki Tanaka TBWA\Hakuhodo Associate Creative Director
Katsuhiro Shimizu TBWA\Hakuhodo Senior Art Director
Nozomi Imaoka TBWA\Hakuhodo Digital Planner
Taro Sato TBWA\Hakuhodo Account Director
Yoshitaka Kobayashi TBWA\Hakuhodo SP Planner
Yo Kimura TBWA\Hakuhodo Art Director
Yoshitomo Hanada TBWA\Hakuhodo Account Executive
Mineo Mori TBWA\Hakuhodo PR Director
Yuki Fukui TBWA\Hakuhodo PR Planner
Shunsuke Nakamura AOI Promotion Producer
Masashi Matsukura AOI Promotion Digital Planner
Kousuke Egami AOI Promotion Production Manager
Takahide Suzuki AOI Promotion Production Manager
Koichiro Tsujikawa Director
Nao Watanabe Editor
Takaaki Yagi Form Process Designer, Flasher
Yuichiro Suzuki Form Process Designer, Flasher
Kaname Aratame TBWA\Hakuhodo Experience Designer

Describe the campaign/entry:

Due to the biggest earthquake happened and nuclear plant disaster, after March 11th the entire country was depressed. In addition, the government forced major companies to save electricity especially the usage of air conditioner. adidas wanted to do something to cheer up this country and somehow own the Cool biz trend and have adidas at the center of this movement. Our challenge was how we can differentiate us from competitor’s similar activities. Every fashion brand was trying to leverage this Cool/Save energy movement. We came up an idea called temperature discount, which is to turn hot temperature into the consumer benefit. We launched this campaign with Press Event in order to spread the Word of Mouth that adidas is taking advantage of hotter summer. We invited lots of influencers to this press event, including Japanese politicians who is becoming an icon of Cool Biz and is trying to propagate to entire country. In that Press event, we announced the special discount program called adidas temperature discount. It’s a digital centric campaign and people can download the discount coupon from website if it’s hit over 35 degree.

Describe the brief from the client:

The goal of this project was to own the Cool Biz trend while many fashion brands were doing similar activities and have adidas at the center of this movement. People in this country was depressed by the disaster event and saving energy policy forced by government, adidas needed to tap into this insight and turn this hot temperature into entertainment contents.

Results:

As a result, we have earned approximately 70Million JPY PR exposure with 0 investment for media. We had 40,721 visits to a micro site as of August 17th and already achieved KPI 30,000 visits by the end of August. Also approximately 1,000 people have shared our temperature discount website with their friend via facebook.

Execution:

We have launched the adidas temperature discount by having PR event at July 4th. In that Press event we succeeded to invite not only the celebrities, but also two key politicians who are becoming an icon of Cool Biz trend led by government. At the same time we launched a micro site to promote the temperature discount, where people could visit and check the current temperature and see the special video celebrating hot temperature. The discount coupon is available only when it hits the 35 degrees. People kept coming back to website to check the temperature and wait for temperature discount to be activated. We also created official twitter account to let followers know the current temperature and create the anticipation of temperature discount being activated.

The Situation:

Due to the biggest earthquake happened and nuclear plant disaster, after March 11th the entire country was depressed. In addition, the government forced major companies to save electricity especially the usage of air conditioner, Japan’s hot summer became hotter. adidas wanted to do something to cheer up this country and somehow own the Cool biz trend and have adidas at the center of this movement.

The Strategy:

The key for success was how we can create a buzz with the limited budget. Every fashion brand was trying to leverage Cool / Save biz trend by having “Cool Biz fashions show”. How we can differentiate adidas from others. Tapping into the consumer insight and instead of hating hot temperature, we celebrate it. We celebrated hot temperature and brought the benefit to consumers so that they can enjoy the hotter summer.