18Q4 NOV ALPHAEDGE 4D
Creative
我们活在3D空间 渴望触摸4D未来 用矢量测算未知的距离 不如亲自踏进去 现在与未来之间 只缺一双AlphaEdge 4D 还有你
Chinese Tagline
穿梭矢量未来
Interpretation
穿梭矢量未来
Seeding Box Design
纸质鞋盒四面纹理 打开亚克力模版massage嵌入在上方
Invitation Card Design
INVITATION CARD
热感应纸张效果
手捂热后纸张
Key Challenges
What envisions your future demand -adidas 4D Technology-
What you can get now -AlphaEDGE 4D-
How to bridge the distance btw FUTURE & NOW?
What We Need is a shortened Interpretation to highlight adidas 4D tech think ahead for consumers now
Communication Channel Observation
SNEAKER FANS
TECHNOFREAK
TREND FOLLOWERS
Love all limited sneakers, willing to pay more on it
Addicted in new technology and search for all relevant information
Follow fashion items to make self unique and look style
focusing on sneaker trends and news, following KOLs & Media trend on social media
Using news app and seeking technology trends & information
watching event livestreaming and following trends through fashion blogger & trendy magazine
ACTIVATION
EVENT
PR BUZZ RELEASE
CONFIRM
TMALL PRE-ORDER
LAUNCH
TEASING
OCT 24-NOV 11
NOV 16
NOV 17
- IN-STORE PICK UP - ECOM REGULAR LAUNCH
Sign up for adiCLUB Gain the chance to own!!
TMALL 20 PAIR SALE (DOWN-PAY CANNOT BE EXECUTED ON THIS DAY)
CRM NOTIFY O2O WINNER
NOV 11
OCT 24-31 (TMALL MEMBER PAGE)
NOV 1-10 (TMALL MEMBER PAGE)
NOV 16
EDUCATE & EXCITE
NOV 9
SOCIAL MEDIA PRE-HEAT: REVOLUTIONARY CREATION
ACTUAL IMAGE DISPLAY Global to confirm final image
TMALL PLATFORM + STORE COUPON APPLIED = RMB160 RPV: RMB2,499 1111 PRICE: RMB2,339
!
TMALL PRE-ORDER
O2O REGISTRATION
NOV 13 PM
TMALL PRE-LAUNCH 500 PAIRS (RMB100 DEPOSIT) *TMALL HOMEPAGE EXPOSURE
RESERVATION FOR OFFLINE STORE (ALLOCATED AROUND 80 STORES)
ACTUAL IMAGE DISPLAY Global to confirm final image
NOV 13 AM
PRO: HIGH EXPOSURE CONS: DISCOUNTED PRICE
Pre-sale
Event
Amplify