Adidas: Feel the power

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | June 27, 2012
Two billboards measuring 61X15 feet and 26X13 are placed at prominent locations to create large impact.

Adidas Campaign

Adidas has taken the on-ground route to promote its Tango 12 and Predator Lethal Zones shoe ranges, wherein the brand's hoardings and images are designed to provide a life-like experience.

The out of home (OOH) campaign comprises two interestingly designed hoardings that contribute to Adidas' effectiveness. One of the hoardings measuring 61X15 feet shows a player kicking a football. Due to the force of the kick, the football apparently tears the hoarding, highlighting the strength of the shoe.

The other hoarding measures 26X13 feet and highlights the features of Predator Lethal shoes. A large shoe cut-out is placed over the hoarding and boxes specifying the features of the shoe are separately attached to it. At night, the shoe and the box cut-out are illuminated.

Haresh Nayak

The innovations were supported by various traditional outdoor mediums including mall facade's and building wraps. Translit media inside corporate parks were also used along with digital screens at Mumbai Airport.

Executed by Posterscope India, the campaign kicked off in the second week of June and will continue for 21 days. It is spread across Delhi, Mumbai, Gurgaon and Bengaluru and have used 40 outdoor sites.

Haresh Nayak, managing director, Posterscope Group India, says, "We believe OOH works and helps create brand largeness and impact, so the idea was to reach out to corporates, clients and our partners with a pure and quality impact."

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