Staff Reporters
Jun 8, 2015

CASE STUDY: Sportswear brand lets young Chinese wear emotions on sleeves

CHINA - Working with Cheil Worldwide, sportswear brand Rapido raised its awareness level in China and proved the viability of an innovative product concept: A jacket with an LED-equipped sleeve to help connect distant lovers.

CHINA - Working with Cheil Worldwide, sportswear brand Rapido raised its awareness level in China and proved the viability of an innovative product concept: A jacket with an LED-equipped sleeve to help connect distant lovers.

Background and aim

Sportswear brand Rapido wanted to raise awareness and try a new product concept among its core target audience of youth in China. Among this group, long-distance relationships are quite common. 

Execution

Working with Cheil Worldwide, the company created a jacket that has an array of LEDs embedded in its sleeve. The LEDs respond to incoming messages sent by the person's distant...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservice@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5222
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Happy new year!
Premium
1 day ago

Happy new year!

Sincere wishes for a happy and prosperous Year of the Rat. (See you in a few days.)

Premium
5 trends for marketers to watch in the Year of the Rat
Premium
1 day ago

5 trends for marketers to watch in the Year of the Rat

From customer experience to data and purpose, VMLY&R leaders pick out the important trends marketers should watch in the new year.

Premium
Why Asia's future CMOs will deliver much more than marketing
Premium
1 day ago

Why Asia's future CMOs will deliver much more than ...

"CMOs will be a control tower between marketing, IT, innovation, finance, supply chain."

Premium
How Verizon and Starhub drove cost-effective sales of Samsung's Note 9
Premium
1 day ago

How Verizon and Starhub drove cost-effective sales ...

CASE STUDY: Predictive techniques led to a cost per acquisition (CPA) one-eighth that of standard lookalike targeting.