adidas Boosts your Run
Boost was a pair of racing shoes embedded with cutting-edge technology by adidas, a pair of shoes that needed to drive immediate awareness and achieve 100% sell-through.
Using a combination of proprietary research, ACNielsen data, competitive monitoring and client’s toolkit, we identified our core target audience to speak to - Serious, Passionate Runners with the energy to appreciate Boost.
Their media consumption habits established magazines as an important key source of product information and trends, RUN magazine in particular is a key reference for serious runners who are constantly looking to boost their race.
Hence we embarked on an integrated partnership with RUN magazine leveraging on their specialty and credibility in running. In RUN magazine, we clearly demonstrated to our core audience how they can Boost their race with adidas with an impactful cover, in-depth feature on editorial’s experience of Boost and finally an invitation to readers to BOOST their own race.
We successfully drove 200+ responses of which 60% expressed interest to connect with adidas in the future, and of course overwhelming sales results.
The Boost campaign was recognised as a finalist at the Singapore Media Awards 2013, for Best Use of Magazines.