10/05/2011
adidas promotes their latest Climacool Ride Colour Missions though Clear Channel's shelter media.
The 6-sheets poster campaign went up across a people & places customised network skewed towards
youth hangouts and retail outlets.
Using Clear Channel‟s create & collaborate portfolio, adidas placed mobile smartcodes at 100 6-
sheets poster sites located around sports complex, stadiums, schools and other areas of high traffic
which includes Victoria Street, Grange Road, Holland Road, Orchard Road, and Bukit Timah. The
mobile smartcodes use a high performance smartcode reader that is easily downloadable online. The
reader works when the mobile phone‟s camera takes a "picture" on the smartcode, following which it
will automatically recognise and decode the data. Through the use of mobile technology, the adidas‟
smartcodes direct the audience to a uniquely created mobile site (mSite) as part of the adidas Climacool Ride Colour Missions campaign; of which the Clear Channel Singapore mobile campaign
plays a part of.
The Out-Of-Home mobile campaign, a joint collaboration between iris Nation, Carat, adidas and Clear Channel Singapore promotes the Climacool Ride Colour Missions on an interactive level. At
the mSite, the user is able to download his/her 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 example Colour Mission Yellow,
"The Getaway", transforms you into a Bank Robber making your getaway, while Colour Mission
Green, "The Mothership" challenges you to make contact with a UFO. Through the soundtracks,
adidas jazzes up the running experience with their Colour Missions; reinforcing the point that
Climacool Rides make your run more "cool‟ and fun. Apart from a voice telling you "you‟ve got to get
out of here, start running, go!", the additions of realistic background noises such as cars horning,
people cheering and cameras flashing work towards creating an out-of-the-world running experience
with Climacool Ride.
Check out http://www.adidascolourmissions.com for your very own special download today. The
adidas Climacool Ride campaign is also out on radio, magazines, and online medi
Creative Agency: iris Nation
Media Agency: Carat
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