Adidas launches integrated Climacool Ride Singapore campaign

The out of home mobile campaign is a collaboration between creative agency Iris Nation, media agency Carat, Adidas and Clear Channel Singapore. It also includes radio ads, print ads in magazines and an online website.

The six sheet poster campaign went up across a ‘people and places’ customised network targeted at youth hangouts and retail outlets. Adidas placed mobile smartcodes (refer to image) at 100 six-sheets poster sites located around sports complexes, stadiums, schools and roads such as Grange Road, Holland Road, Orchard Road, Victoria Street and Bukit Timah. 

The mobile smartcodes utilise a smartcode reader that can be downloaded online. The reader works when the mobile phone’s camera takes a picture of the smartcode, following which it will automatically recognise and decode the data, directing users to a uniquely created mobile site (mSite). 

At the mSite, users can download their favourite 'Where will your run take you' soundtrack scenario. Built on a selection of colours that reflect the multi-coloured nature of the Adidas Climacool Ride running shoes, each colour is tagged to a different scenario. For Colour Mission yellow, 'The getaway', transforms the user into a bank robber making a getaway, while for Colour Mission green, 'The mothership' challenges users to make contact with a UFO.

Adidas believes that the soundtracks jazzes up the running experience with its Colour Missions brand, reinforcing the point that Climacool Rides make your run more ‘cool’ and fun. The additions of realistic background noises such as cars honking, people cheering and cameras flashing work towards creating an out-of-the-world running experience with Climacool Ride.