Client Adidas Originals.

Case study 02.
Using innovation to reach mass audiences.
Out-of-Home displays for Adidas Mega. Location Russia. The primary objective for Posterscope was to reach a large audience using sufficiently high impact formats and strong concepts at sites across Moscow and to generate media coverage to support a global campaign intended to drive web interest in the Adidas Mega range of footwear.

Project / Locations of optimum prominence across the Russian capital were selected to host a striking interpretation of the product using unconventional, eye-catching methods. In a first for this client in Russia particular attention was paid to interpret the unique characteristics of the Adidas Mega Torsion sole through the use of 3-D materials and pulsing on-brand blue LEDs which were integrated into the outdoor creative design. Additional materials were used for added impetus and to give the oversized footwear display a life-like appearance. The distinctive finished design provided a twist on the typical displays usually seen at these locations. The highly visual advertisements were particularly prominent at night as the core Torsion sole feature was perfectly illustrated through the novel use of the blue LEDs.

The large outdoor sites formed part of a multi-channel approach that incorporated 60 x 40cm displays on Moscow trains and banner advertising on key lifestyle websites.

Outcome for the client / Twenty-seven centrally located sites resulted in the four-week campaign achieving its primary objective of providing significant reach, while associated press coverage in a variety of titles further broadened awareness in support of the global campaign and fulfilled the campaign’s secondary objective. This successful example became a reference point for innovative Out-of-Home work at industry conferences in the region.