Overview
adidas is more than just a brand, it is a lifestyle. The teams at Emirates Woman and HELLO! magazine will create a campaign to showcase the Fall/Winter 2012 Women’s Training Collection creatively across 3 platforms – print , online and social media.
The campaign will focus on educating readers on how to make training a fun, social, part of their lifestyle, together with adidas. Emirates Woman will challenge their readers to join Team adidas and take part in a 2 month fitness challenge and work together with the 2 official ambassadors towards a more active, healthy lifestyle.
Deliverables
There will be 3 stages for the challenge, each stage will run for a duration of 2 weeks.
• During each stage readers will need to achieve set challenges – i.e. attend a minimum of 2 workout classes held by the fitness ambassadors within the 2 week period.
• After each stage they will need to login to the Facebook app. and enter their progress. A new badge will be posted on their Facebook page for each stage that they complete. This will further promote
the challenge to all of their friends and create word-of-mouth.
Outcome
This was a pitch. Unfortunately adidas never went for the idea.
We ran editorial spreads in the magazine with the photos we took.
