Outdoor & Events
adiZero Gram Challenge
Issue 18 | March 2011
Agency
iris Singapore
Background
The challenge was to find a new way to generate footfall and drive sales in a market where the latest pair of running shoes is a common occurrence.
Idea
adiZero™ Gram Challenge was an innovative way to showcase adidas’ latest lightweight running shoe, the adiZero™ Aegis.
Consumers were invited to weigh their running shoes against the adiZero™ Aegis. If their shoes were heavier than 265g, they qualified for a 20% discount off their purchase of the adiZero™ Aegis.
The Results
adidas achieved double the target sales of 1,000 pairs. 2,233 pairs were sold, equivalent to 100% shoe sales.