| Titre | RUNTOSCROLL |
| Brief | A unique website where users literally needed to run in order to scroll the page. Alphabounce sneakers were placed along the "length" of this site so anyone could get a pair for free if they reached them first. Thousands of people from all over the Russia ran on the track for 14 days.
Adidas found a way to get people out and exercising while plugging their newest shoe launch: a unique website that only scrolls when the user is physically running. And to motivate runners to really give it all they got, the brand hid dozens of free sneakers along the digital journey, enticing runners to be the first to reach those virtual mile markers in order to win the prize. |
| Agence |
Friends Agency
|
| Campagne |
RUNTOSCROLL
|
| Annonceur |
adidas
|
| Marque |
adidas Alphabounce running shoes
|
| Mise en ligne | Novembre 2017 |
| Secteur d'activité | Chaussures de sport
|
| Synopsis | A unique website where users literally need to run in order to scroll the page. All along the "length" of this site, we placed one hundred pairs of Alphabounce sneakers, so that anyone could get a pair for free if they reached them first. Result description Thousands of people from all over the Russia were actually running on our track for 14 days. 106 000 unique users covered 30 000 000 meters total distance in pursuit for the new Alphabounce sneakers. |
| Problème | There are some people who run in parks, some at gyms, other at stadiums. The only way to attract them all was to create a universal running location for everyone who run. Strategy and Targeting The strategy was to engage the target audience and establish the notion that the product fits perfectly no matter how or where they run. |
| Type de média |
Digital
|
| Directeur de création |
Aleksander Zavatskyi
|
| Concepteur / rédacteur |
Artur Malina
|
| Directeur artistique |
Aleksander Orekhov
|
| Directeur de clientèle |
Ekaterina Ponomarenko
|
| Head of Digital Department |
Peter Fomichev
|
| Marketing Director |
Peter Gyske
|
| Directeur de la communication |
Eugene Karasev
|
| Brand Manager |
Maria Ignatova
|
| Creative director |
Aleksander Zavatskyi |
| Art director |
Aleksander Orekhov |
| Copywriter |
Artur Malina |
| Account director |
Ekaterina Ponomarenko |
| Head of digital department |
Peter Fomichev |
| senior marketing director, category running |
Peter Gyske |
| Brand communications director |
Eugene Karasev |
| Senior brand manager |
Maria Ignatova |
| Brand communications specialist |
Tatiana Fedyaeva |
| Executive producer |
Alya Lugovaya |
| Executive producer |
Konstantin Korobkin |
| Producer |
Taisia Tarabrina |
| Photographer |
Vladimir Vasilchikov |
| Photographer |
Ailk Oganov |
| Entrant Company |
FRIENDS |
| Idea Creation |
FRIENDS |
| Production |
BAKEHOUSE (VIDEOPRODUCTION) |