Boosting your running experience through Mobile
iProspect needed to crack a campaign that will establish adidas Boost as the superior running technology in the Philippines relevant to the new generation runner who is too busy to run.
adidas wanted to introduce the new Energy Boost running shoes that would entice today’s new generation runner because it gives back energy; designed with an energy-returning boost™ midsole, these running shoes feature a techfit™ upper and the TORSION® SYSTEM for support. A pair costs four times the regular running shoes at Php8,000. To make the challenge even more difficult, adidas only sold the shoes in its newly launched store in BGC Taguig.
Running is the cheapest sport but for the busy runner, running is energy-consuming and his lazy self kicks in every so often. Office, friends, and family sometimes keep him off the jogging paths.
To entice users to buy the adidas Boost in BGC Taguig via mobile media, iProspect conceptualized and implemented a mobile rich media advertisement that appeared only in high-end smart phones (iPhone 4 and up, Samsung S3 and up, etc.) to reach upscale market. The ad geo-targeted areas near BGC. Upon clicking the ad, the user will be led to a game-like interface where he needs to “run with his fingers” and get directions of how to go to the BGC store to buy!
• Media impact
o Average user time engagement with the ad is 6 minutes, indicating that users enjoyed the “running fingers” interface and replayed it several times!
o Adidas generated 1,220,346 impressions (55% from iOS, 45% from Android) and garnered 1.27% CTR and peaked at 2.02% during launch.• Business impact
o We racked 15,478 clicks and sold out the adidas Boost shoes in just 60 days! With just one store selling and spending less than half a million pesos, adidas praised iProspect for the engaging recommendation that truly resulted in sales.
We briefed iProspect on the idea of the new adidas ENERGY BOOST shoes. They came back to us with a full digital media plan, which included a plan for placement of mobile ads. While we were expecting the standard static banner ads execution, they were able to plan, produce and execute an interactive game. This resulted in increased engagement scores for the ad and helped with the successful launch of the BOOST technology in the Philippines.