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Z.N.E:Find Focus

Proximity China

We try to find ways can really help professional athletes. We bring consumers from online back to offline by calling consumers to find out our missing 13th white mannequin. This generates the crowd to an in store experience of finding focus.

  • Challenge

    Consumers consider Adidas strong in fashion & style, not in sports performance.

  • Solution

    The white hoodie of Z.N.E collection was made as the key visual component of the campaign to emphasize this message. We choose to place thirteen mannequins with the white Z.N.E hoodie outside the flagship store on Huaihai Rd.

    To adapt this sharing habit of consumer behaviors, we told a story that our thirteen mannequin was missing and ask for help on social platforms. This interests people to share the fun story and clues they found for the missing mannequin.

    Finally, we bring consumers from online back to offline by spreading the news that missing mannequin has been returned to Adidas store. This generates the crowd to an in- store experience of finding focus.

  • Results

    TEN TIMES the average weekly sales volume of a single Z.N.E hoodie sku was achieved (Data provided by client, period: Sep 11th – 17th), exceeding our target.

    On the day when the missing mannequin returned, store traffic reached 5057, 2.17 TIMES of the average daily traffic at adidas flagship store. According to the sales manager, we ran out on sizes within four days.

    Online, campaign hashtag #FindFocus# received 240M reads and 960K comments, ten times growth in reads compared to previous brand-level campaign.

    Mobile engagement, 5 TIMES exceeding benchmark showing increased brand interest.