© 2017 Mazda Amiryar
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THE MISSION

(should you choose to accept it)

The Adidas adiZero Crazy Light is the lightest athletic footwear in the world. Its main selling point is ultimate comfort and speed, all wrapped up in a shoe that weighs no more than 261 grams. But how do get people excited about a new super-light athletic shoe while convincing them that getting fit and active is easier than they think? Social media and OOH advertising will drive the initial phase of the campaign, raising awareness of the shoe and dropping clues about the adiZero launch party.

Leading up to the launch party, OOH component includes an adiZero balloon floating above the billboard, catching the eyes of motorists and getting curious viewers to check out the trending hashtag on Twitter.

OOH advertising will create attention and page clicks to the Adidas Twitter feed with an intention of making #adizero a trending hashtag.

THE ‘ACTIVE’… IN INTERACTIVE

An adiZero launch event at Dundas Square will release virtual balloons into the city, each containing a unique copy of the adiZero shoe. Using the adiZero tracker app, users will be able capture their own digital balloon and claim a brand new pair of adiZero shoes made just for them.

SIGN UP.

Once you have registered and signed in, you’re officially in the competition. How far will you go?

CUSTOMIZE.

Choose your size, pick your colour, and away you go.

TRACK.

Lock on to the closest target and follow it through the GPS. You’ll also be able to see the positions of other operatives who have locked on to your target. Act fast!

CAPTURE!

Once you’re close enough to a target, you enter its download zone. Once you’ve successfully transferred the target to your phone, the shoes are yours. Share your success on Facebook and Twitter and show off your brand new shoes!

Wall displays feature transparent platforms and a rotating sky wallpaper to further play on the unique selling point of the ultra-light adiZero shoe.