adiRun.co.nz launch
RSVP GRAND PRIX AWARD WINNER
Category: Sales Generation; Award: GOLD
Agency: TEQUILA\
Client: Adidas
Agency Campaign Credits: Karen Maurice O’Leary, Verity Butt, Mark Cochrane, Wayne Pick, Louisa Leiper, Ben Sendrove, Michael Goldthorpe
Client Campaign Credits: Craig Waugh, Louise Andrews, Natasha Garrett
Campaign Summary:
adiRun.co.nz is a world – first for adidas. It’s an online portal that acts as a toolbox for runners. It complements adidas running gear to help adidas runners achieve their personal goals.
The campaign launched adiRun.co.nz, delivering a response that exceeded expectations, built brand loyalty and gave runners that extra motivation they needed
Campaign Objectives:
- Achieve 5% take up on adiRun.co.nz
- Achieve 10% increase on year-on-year sales across the adiStar, Supernova and response running ranges
- Achieve a 20% referral rate on adiRun.co.nz registration
- Achieve 20% take up of the Community section of the website
- Obtain repeat purchases and cultivate long-term relationships
- Maximise PR exposure of adiRun.co.nz at launch
Campaign Results:
It worked!
- A 10.89% take up on adiRun.co.nz was achieved – double the expectation
- A 12% year-on-year increase in sales was achieved across the adiStar, Supernova and Response running ranges.
- The peer-to-peer aspect worked too with a 38% referral rate on adiRun.co.nz registration – of them, 18% referred it on again.
- There was a massive 27% take up of the Community section of the website
- Finally, the PR launch invite received 83% response rate, converting at 70% attendance. Better yet, this achieved an equivalent ad spend of over $9,000 with a resultant PR value of $37,000.
Strategy:
adidas needed to do something different to carve a niche in the market and build market share. They needed to convince their audience that they genuinely understood the emotional and physical commitment required to be a runner. To do this, they identified two different things that every runner needs: running gear and motivation.
adiRun.co.nz was created to deliver both in a tangible and accessible way. Not only that, but it gave adidas the opportunity to connect with mainstream runners on a long-term basis, to obtain repeat purchases and cultivate long-term relationships.
The only issue left was generating sales. So adiRun.co.nz became a sales promotion: Buy any participating adidas running product and receive complimentary motivation.
On purchasing new running products, customers would receive a unique membership code that gave them access to adiRun.co.nz. This was a world-first for adidas. It’s an online portal where they could set their personalized goals and undertake a tailored consultation to design personal training and nutrition programmes. These programmes were written by professionals including world-famous trainer and Ironman, John Ackland, and well-known dietitian and accredited sports nutritionist, Caryn Zinn.
Customers were then motivated towards their personal goal via email/text motivators, while given the chance to network with other runners in their area via bulletin boards, instand messaging, emails etc. The July launch ensured adiRun.co.na members could generate a personalized plan with plenty of time to train for adidas Auckland marathon.
Strategically, the idea went gangbusters. Sales were up, brand loyalty was increased and runners all over New Zealand were getting messages from adidas helping them to achieve their goals and reach their own “impossible is nothing”.
Better yet, adidas now has a solid database of loyal brand advocates. They’ve all opted in to adiRun.co.nz and the future opportunities are limitless.
Creative Rationale:
The core idea behind the creative executions was centred on motivation. The audience wanted to run, but everyone had a different goal in mind. Focusing on that, they were asked the question : “What’s your reason to run?”
This thought was amplified across adiRun.co.nz and the integrated launch campaign, giving runners something tangible that could help them achieve their goals….. “So, whatever your reason to run (i.e.motivation), adidas will give you all the tools you need to achieve your goal (i.e. your own ‘impossible is nothing’).
The mechanic of bib imagery was used to convey this creative, with the image placed next to real runners with their ‘reason to run nearby, e.g.
Reason No. 2418 (Tom) – ‘What the hell, you only live one’
Reason No. 1508 (Stephanie) – ‘I’ve always liked having boys chase me’
Reason No. 2166 (Evan) – ‘Because No. 2689 talked me into it’
The individual ‘reasons to run’ were very real so that every recreational runner could relate to them and identify their own ‘reason to run’. ‘Real’ people were also featured and the communications were maintained in a very real person-to-person tone. Reasons to run was then linked back to adiRun.co.nz, where customers could identify their goals and get ‘complimentary motivation’ to help achieve them.
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