adidas Originals - P.O.D System
End-to-End connected campaign built to creatively fast track consumer through to conversion.
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Connecting Content to Move Consumers Down Funnel
P.O.D System is a shoe built around 3 archival technologies, each from a pivotal decade in adidas product design. To tell this some-of-its-parts history, rather than the traditionally minded content cutdowns, the approach was reversed– small to big. Each decade’s narrative was threaded across the consumer journey to facilitate in funneling users from awareness to high conversation touchpoints with purpose. Each piece of content received a unique role in threading the consumer journey determined by a deep data content audit across the adidas originals ecosystem.
Immersive Website Hub
The communication core that connected stories from CRM, social and digital media and moved users closer to points of purchase.
The Campaign Landing Page was centered around an in-house built, photorealistic 3D render of the shoe. This allowed for a web GL based design that enabled users to interact and break apart the shoe in order to learn more about the archival technology used throughout the product.
Digitally Powered Connected Retail
Digital retail was used as a physical extension of the .com core. The 3D animated hero video anchored the experience and an interactive app experience allowed users to dive deeper into the archive education story.
The system was built to education, drive to the larger ecosystem and captured user data to target purchase opportunities.
Creating the Path to .Com
Social was used as the primary awareness medium that broke down product education down to a soundbite level and pathed directly through to deeper education content at the .com hub.
Interactive Online Documentary
Audience analytics showed us that the target had a deep affinity for art, design and the creation process. They were creators not consumers. To win them on the shoe’s rich archival design narrative, the hero content of the campaign revolved around a fully interactive online documentary where consumer could choose their narrative based on the decade of design that inspired them most.
Concept to Consumer Creation
An immersive 1 day workshop in London invited consumers, media and influencers to design their own P.O.D.System product. The event was a high impact digital awareness opportunity that involved:
90 assets created over a 24 hour period including event coverage videos, 3D gifs, still photo and UGC steering
Planning and content strategy for 40+ global influencers
Content strategy creation for Adidas global + 5 regional Adidas accounts