Emma Louise Carney
Adidas is a German muiltinational corporation that designs and manufacturers sports shoes, clothing and accessories headquartered in Herzogenaurach, Bavaria. It is the largest sportswear manufactuer in Europe and second biggest in the world. The brand covers everything from footwear, apparel, running, football, tennis, golf, cricket, basketball, lacrose, volleyball, jiu jitsu, rugby, gymnastics, skateboarding baseball, accessories and has many celebrity collaborations such as Jeremy Scott and Kanye West.
“Then. Now. Always.” Vision: The brands vision is to be the leading and most desired sportrs brand in the world and have the best products. The company strive on collaboration and are driven by innovation. Mission Statement: Be the best - Focusing on footwear - Loyalty from the feet upwards - Something that can be replicated then, now, always. - Since 1949 the brand have been making shoes for runners and athletes but as the brand as progressed, they have developed an brand message to be open to all consumer types, from chav to sports luxe.
“No athelete left behind, not then, not now” - Adi Dassler
initial
Creating The New is the new stragetic plan for the brand for the next 5 years (2020). “As a Group we have taken three clear strategic choices that we want to focus on: Speed, Cities and Open Source. Our People will bring them to life.” - Adidas, 2016. The 3 key parts to take away from the strategy plan are:
- Speed: The brand will become the first true fast sports company: Fast in satisfying consumer needs, fast in internal decision-making - Cities: The brand have have identified six key cities in which we want to grow share of mind, share of market and share of trend. - Open Source: Will be the first sports brand that invites athletes, consumers and partners to be part of our brands. “We are closest to every consumer with our unique brand portfolio. In the future, we will not only talk to and talk with our consumers. We will be the first sports company that invites athletes, consumers and partners to be part of its brands. We will open up so that they can co-create the future together with us.” - Eric Liedtke, executive board member responsible for global brands Creating The New is an ambicious, yet realistic plan that provides the layout for our accelarated growth, both on top and on the bottom line between now and 2020.
SPEED
CITIES
OPEN
research
Marketing at Adidas Merchandising and trade marketing Retail aligned sell in and drive sell out. Share of space, share of staff, share of voice. Direct to customer. Influence category direction, set range direction in North Europe. Seasonal and weekly launches.
Publishing - London Newsroom - Real-time marketing needs to be about more than just ‘now’ at the world’s second biggest sportswear business. Formed for the London 2012 Olympics, Adidas newsrooms are now in 12 cities across the world in the belief that they are where trends start. While it will take some time for that editorial attitude to permeate through to the rest of the business, once it does, newsrooms will touch every part of the brand’s marketing and media plans. That means newsrooms “controlling publishing to our website”, as well as “connected to our products at e-commerce”, says creative strategist and digital experience specialist Kris Ekman.
Adidas doesn’t have a responsive desktop site. Instead it relies on a separate m. site to capture the attention of small screen users. The brand use a user friendly website layout to try and make the ecommerce experience as simple and easy as possible.With some minor flaws, such as It brings up an entirely new drop down box, which you then have to click in at the other end of the screen. The brand also has adidas.co.uk and adidasspeacialitysports.co.uk - Own retail, Originals, Neighbourhood, Y3.
Sports Marketing With Adidas selling sportswear for footballers and athletes it comes as no surprise that one of the biggest sports played in the world promotes the products whether that be through TV watching the game, in pubs, submiminal messaging through clothing and sponsoring. TV adverts are also shown in commercial breaks when it’s half time and the end of the game.
Adidas turned to EIM to harness the social elements of running, in the hope of becoming more relevant and authentic in the competitive category. Campaign content runs on all social media platforms with even personalized view points for each runner.
This beautifully shot, expertly cut short tells the story of the opening of the D Rose Jump Store in London. This unique store gave fans a chance to jump with the Chicago Bulls point guard to get a pair of Derrick Rose signature Adidas sneakers. Hundreds of fans descended and tried to make the 10-foot jump.
Bought media by HUH Magazine. The clip is a new product collaboration with Adidas Originals X Palace. The video was first teased via Instagram, the video takes on humour.
Kanye YEEZY launch Now one of the number one trending in footwear.
Biggest race in the UK provided by Adidas - All athletes wear numbers with Adidas brand on.
Calling out to athletes and consumers via the new strategy - Here to Create.
Adidas TV advert 2016 - Demonstrating the evolution of Gen Viz and how the creatives and generations of today are changing the world and we’re not to be pulled in by societies norm. The advert was featured in Octobers LIS: The Future Lab trend talk about the new culture shock system and how the innovation of today will change how brands creative new products and content. The ad was also featured on AdWeekly where it became viral. The out of home promotion gets a behind the scenes treatment from “OohMedia” where they show you how the billboards are put up. The ad features a trainer saying “Light gets gold” in relation to the Rio 2016 olympics. Role is installed with intricate lighting to give it the 3D effect to grab peoples attention. From the clip you can see people walking past and stopping to take it in, serving a purpose for the ad
Open Source Mindset: - Placing internal value on newness - Being comfortable with unpredictable outcomes - Starting a conversation with experts AND consumers - Creating an ongoing stream of new ideas that speak to the creator beyond the expected - Letting go of control to learn a new process - Confidence to risk public exposure - Listening CREATIVE COLLABORATIONS INCREASE THE BRANDS CREATIVE CAPITAL THROUGH
NEW ENVIROMENTS, NEW TOOLS AND NEW PERSPECTIVES FROM OUTSIDE CREATIVE THINKERS
Futurecraft The brand created two prototypes to transform ocean plastic pollution into high performance sportswear, spinning the problem into a solution and the threat into a thread. The campaign as reached 5.7billion total earned media impressions, 160T ocean plastic capacity per month and $25mil in conversion. The brand have then promoted the campaign via football with Real Madrid to support the cause and are available to pre-order.
The futurecraft video on youtube was used to promote the idea through a film. The video shows the making of, messages to promote the futurecraft idea and shows someone wearing the shoes. The youtube clip has recieved 837K views and 130+ engagement media coverage across 3 days.
Adidas opened its doors to the next generation of creators, working with fans and athletes for swimwear in a pop up ‘A-Station’. Both projects where used to better understand swimmers individual needs while gaining inspiration and insight into shape product innovation.
In adidas’ second open-source project, athletes who competed at the championships were invited to the a-station swim-lab, where a series of cameras were rigged to capture a full 360 degree scan of the athlete’s head. Data from hundreds of high-level swimmers will be used in order design the brand’s next generation of performance goggles and caps. A similar process was employed in the creation of the cutting-edge adizero XVI swimsuit, which is widely regarded as the fastest swimming suit in the world. Consumers and swim fans can then watch the progress via instagram for behind the scenes, exclusive content and sneak peaks. Innovation is great, but if nobody knows about it, it just becomes innovative for innovation sake. Challenging ourselves everyday to explore the boundries of our craft driving material and proccess innovation. Marrying the qualities and hardcrafting and prototyping with a limitless potential at new manufacturing. The Sandbox Theory - An idea or experiment that allows designers, creators etc to develop an idea or create multiple ones but making it public to see or show.
In the news & real world issues What is the problem?
New innovations?
Economy
Economy
- New American President - Spending cuts - Brexit
- Social media allows a platform for debate and reacting - Budgeting apps
Enviromental
Enviromental
- Climate Change - Demanding consumers
- Products using wasteage - Ethical clothing brands emerge
Social
Social
- Networking - Generation Thumb - Shorter attention span
= 360 video - Facial recognition in apps - Videos to capture attention
Science and technology
Science and technology
- Intelligence becoming mainstream - Nanotechnology
- VR and kinect energy - 3D printed fashion
Educational
Educational
- Closer links to industry - Cross collaboration
- Open source forums - New startups/sharing knowledge
Health and wellbeing
Health and wellbeing
- Veganism, products and in store wellbeing is becoming mainstream
- Vegan fashion and cosmetics - PETA services mainstream
continued research
Innovation source Springwise: Robot hand with a soft touch The hand uses an array of optical detectors to sense shape and texture through touch, capabilities that have been tested on the hand’s ability to determine a tomato’s ripeness. The prototype soft prosthetic hand is equipped with a system of photosensors and LEDs embedded in flexible tubes.
WARC Case study Vodafone, the only foreignowned mobile phone provider in the Turkish market, created a secret alarm app to protect women who were victims of domestic violence. 24% of the nation’s women owning smartphones downloaded the app. It was used more than 103,000 times and shared by over 200,000 women across Turkey WARC Case study Rip Curl, one of the world’s leading surf brands, created a world-first waterproof GPS and surfing app to bring surfing into the connected age and improve its brand credibility. The Rip Curl Search GPS sold out around the world, with tens of thousands of people. immediately becoming part of the new, connected global surfing community
Highsnobiety Though the brand’s other auto-lacing sneaker, the MAG, took the big headlines, the HyperAdapt is the one with genuine staying power thanks to its more refined and contemporary aesthetic. The white pair is the first underfoot prototype, which matches Tinker’s first round of sketching.
BBC Click These newer, more efficient models have much lower operating costs, but the downside is that pilots, increasingly removed from the mechanics of flying, no longer need to be as attentive. or maximum efficiency, autopilots are typically engaged after takeoff, at about one or two thousand feet, and pilots don’t take over again until the plane is lined up on final approach, a few thousand feet above the airport. Ted Talks In this lucid explainer of the complex (and confusing) technology, Bettina Warburg describes how the blockchain will eliminate the need for centralized institutions like banks or governments to facilitate trade, evolving age-old models of commerce and finance into something far more interesting: a distributed, transparent, autonomous system for exchanging value. Kickstarter Arc earphones are the world’s most comfortable custom earphones with incredible sound powered by Sonion. They will not cause you pain after prolonged use, or fall out during exercise. Ergonomically designed custom earphones with Hi-Fi sound and wired/Bluetooth interchangeable modules.
Crowncube Victor Mobility is developing a next generation, innovative mobility device that addresses the needs of wheelchair users and those with limited mobility. The company is backed by The Royal Marines Charity and has partnered with world class design specialists, AMRC.
Sound Shirt After researching into current issues and existing innovative products in the world I have started looking into methods of technology and experiences that I could then incorporate into a product or service. As this is just initial research, I can then continue my chosen final idea and bring new elements and generate a brand new innovative product or service that will be in relation to Adidas. How it works: - The brand first mapped intuitively how they thought the music would map to the body. The deeper, heavier bass notes activate the actuators down in lower parts of the torso, the lighter sections like violin, further up on teh body and around the neck/clavicle. - Imagine sitting in a theatre listening to an orchestra, you can see certain areas are more active than others; you would feel soundwaves in specific areas of the body and within minutes understand there is a correlation. Usage: - The jacket has been showcased at the Museum of Science and Industry in Chicago and Barbican Museum in London. - Could possibly lead to usage in gaming - Festival and music concerts - Health and safety - the use of sound is needed for a lot of activities during the day - the jacket can be used to prevent accidents. Other technology: Liron Gina designed a Vibeat wireless device similar to the sound shirt allowing deaf people to feel music all over their body. As the device is wireless and detachable it can be worn anywhere and can hold up to 32GB of music that can be felt by the user. It was named number one wearable for disabilities in 2015 for its comfortable and minimal aesthetic.
initial
Mental health wearable A second generation wearable, Thync Relax has been created with a renewed focus on stress relief and sleep aid. Design wise, the new device is a Bluetooth like neck band that wraps around the back of the neck to stimulate your nerves. Besides the continuous enhancements to the software programs, the biggest perk is that the easy to use band commands a consumer friendly price. With $20m in research and development supporting Thync’s core technology, how exactly does it work? Well, when you wear the product it stimulates the nerves in your head and neck with low-level electrical pulses that send a signal to your brain to change the way you feel. Acting on your brain’s adrenaline system, Thync should be used regulary, about 4-6 times per week, to get the best results. Scientifically proven to cause no harm, it is recommended that you run each vibe 3-5 times in order to discover the level that works best for you. Once you do that, you will hit your ‘sweet spot’ each time you use it.
Dr. Eric G. Potterat, stated, “If you get people to control their stress response, they will be able to control their performance in any environment”. Thync, you must be willing to commit some time to learn how it works so you can get the best effects, otherwise this might not be the wearable for you.
Other technology: Fisher Wallace Simulator, an FDA-approved neurostimulation device to help treat depression, anxiety and insomnia. this device may also help treat bipolar depression. By gently stimulating the brain, the headband-like device that you place over your temples stimulates the brain to release serotonin and dopamine, which reduce stress and increase feelings of happiness.
ideas
The iBackpack is a design idea started on IndieGoGo, the campaign is headed by its CEO Doug Monahan whose objective is to design and bring to market a revolutionary backpack. This is a man who wanted to design a backpack that could do much more than a regular one. So he took an everyday backpack and gave it a powerful battery, system , 4 USB Ports, GPS System, WiFi Connectivity, Proximity Alerts and voila the iBackPack was born. This is the kind of backpack that doesn’t discriminate. It will appeal to everyone. For example it can be used by an 8 year old student just as much as it can be used by a CEO of Silicon Valley company. Boasting waterproof and made out of durable materials, the iBackPack will not only recharge all your devices at once but it can also be an extension of your personality through customization. The iBackPack promises that you will never run out of juice again. It has the power to charge up to 6 iPads from scratch, making you a walking WiFi hot spot. Another perk is that this is not the kind of backpack you loose easily. It has a GPS tracking system and Bluetooth proximity locator that will let you know exactly where you bag is. esigned to last a lifetime, this born in the USA backpack starts at $149.00. A quite affordable price point for a bag that does so much and comes with a lifetime guarantee.
Co.Alition Smart Backpacks: These smart backpacks come with integrated smart mobile tech. These feature smart power and a wireless harddrive to recharge and store on the go.
The Shoe That Grows is a great invention that is perfect for school age kids. Created to accommodate children’s growing feet, the ‘smart shoe’ is a practical foot accessory that can grow up to five sizes. There was no cutting corners, the shoe has been made of quality materials of leather, compressed rubber and snaps. Executive Director Kenton Lee had a light bulb moment that inspired him to design a shoe that has “no mechanical parts of gears to break”. Lee’s objective was to solve a problem that was affecting billions of children living in extreme poverty. He had noticed that many children had to go to school barefoot, which put them at risk of being infected with soil-transmitted parasites and diseases. Taking note, he decided that he wanted to make a change, and the end result was a patented design that ensured that kids will have shoes that will easily fit their fast-growing feet. For a $10 pledge, you can send a pair of shoes to a child in need.
There is no national figure for how many people are homeless across the UK. This is because homelessness is recorded differently in each nation and because many homeless people do not show up in official statistics at all. In 2015 Government statistics showed that 3,569 people slept rough on any one night across England - this is over double the number counted in 2010.
Other technology: SteriShoe are a company using technology to help homeless people fight against foot infections, making it incredibly hard to walk and move around or worse, get infected and risk the foot getting taken off. Each week, 35 people come through his clinic to receive a foot soak, apricot pumice scrub, nail trim, menthol ointment massage, air freshener for their shoes, a dry pair of socks, and even insoles.
Smart circuit: A team of Swiss researchers at the École Polytechnique Fédérale de Lausanne (EPFL) made an interesting breakthrough with developing stretchy circuits that can quadruple in length and be used for smart garments and robotics. The stretchable electronics can be stretched like rubber up to four times in any direction and be cycled up to 300,000 times without loosing its electrical properties.What has been the main complaint by consumers wearing and considering buying new technologies? When it comes to the material itself, it is a technology that coats liquid metal with a stretchy polymer, which creates an elastic circuit capable of conducting electricity. The hybrid material is based on liquid metal and solid metal alloys. Stéphanie Lacour, in charge of the Soft Bioelectric Interfaces Lab at the EPFL stated: “Using the deposition and structuring methods that we developed, it’s possible to make tracks that are very narrow – several hundredths of a nanometer thick – and very reliable.” FashNerd Research team member and graduate student Arthur Hirsch added: “We can integrate conventional electronics into assemblies that stretch and carry power, we can use it in soft robotics and smart clothing… but we can also use it to construct actuators that give tactile feedback,” Since overall user experience of smart clothing and wearable technologies still has a lot to wish for today, means that the reason to adopt many technologies is lacking. Developments like these can help to make it possible for wearables and more fashionable tech like smart clothing to become more comfortable and even more durable sooner rather than later. The latest development by researchers at Georgia Institute of Technology is a fabric that can simultaneously harvest energy from both sunshine and motion.
Self growth Modern Meadow aims to create an organic alternative that doesn’t harm animals or the planet. It plans to begin limited pilot production on lab-grown leather as early as next year. But it’s a long way from the lab to the market. Even though environmentalists and animal activists often criticize the leather industry for its pollution – especially of tannery effluent – and the killing of animals, the demand for the material has not diminished.
Lee and her colleagues see their materials program as much more than replicating leather. What she and colleagues find exciting, she says, is that they can produce something that is leaning in the direction of bio-mimicry or a completely new material. “We plan to also create composites that looks nothing like an animal product at all and are high-performance biomaterial.”
How it works: 1 - Take base pairs of DNA 2 - Put and replace with new base pairs to create new, unique strands of DNA. 3 - Put the new DNA into cells and multiply them. Cells are the basic building blocks of all living things. 4 - Cells produce the protein collagen 5. The collagen groups together to form a triple helix collagen molecule, the triple helix structure then forms into tribils. 6 - The material is then tanned and finished - all dyes are also eco-friendly and vegan.
TThync and mental health
I’ve chosen this idea as it has a strong problem and solution that is adaptable to the way Adidas products work. As well as being a new innovation that fits in with the Futurecraft concept.
Looking into mental health in the UK, I’ve came to the conclusion that I would like to futher develop the idea of collaborating with Thync wearables. In demand, solves more problems, more fitting into the target market for Adidas Sport.
chosen
1.
The effects of Thync get even better with time. In our sleep studies, 1 week has effects similar to 4 weeks of meditation or 8 weeks of melatonin.
2.
The low-risk electrical impulses that Thync uses are so minimal that the product is not subject to medical device regulations by the FDA.
3.
Comfort xThync’s engineers designed our Vibe Strips to chemically change during use make our Vibes safe and comfortable.
4.
By using only Medical grade adhesives, Thync Vibe Strips are biocompatible and non-irritating.
Raise awareness of anxiety and in intense sports
Invest in the future of wearables
Offer a clean, substance free way to relieve stress
Lead a path for consumers to speak up and connect
idea
Anxiety statistics
Mental health problems are a growing public health concern. They are prevalent not just in the UK, but around the world. Mental health problems are one of the main causes of the overall disease burden worldwide. Mental health and behavioural problems (e.g. depression, anxiety and drug use) are reported to be the primary drivers of disability worldwide, causing over 40 million years of disability in 20 to 29-year-olds. (mentalhealth.org)
Major depression is thought to be the second leading cause of disability worldwide and a major contributor to the burden of suicide and ischemic heart disease. It is estimated that 1 in 6 people in the past week experienced a common mental health problem. Like your brain, the gut has its own nervous system, which sends into the brain via the vagus nerve. 18% of suicides are women, 82% are men ÂŁ!2 billion was spent on anti-depressants and alcohol in 2012 to all diagnosed mental health patients in the UK. (NHS) It is said that mental health started being recognised as an illness in 1860, doctors would then detect with a mental test to confirm.
Side Effects Psycological: Stressed out, burned out, scared, worried, frightened, panicky and irritiable.
idea
Physical: Shakey, disturbed sleep, palpitations, headaches, chest tightness, stomach twisted and fatigue
Survey 84.4% of females and 12.5% males took the survey. 4% preferred not to say. 87.6% of those who took part where ages 18-40 42.8% said they have been diagnosed in recent years
68.8%
of people said
YES
to suffering with a mental illness
All participants where asked if they would summarise their short story - much of which is confidentail to the survey. Although I can’t put their stories into this sketchbook, it did help me better understand their struggle, what their routine is and how they get help. Something to thing about when I’m thinking about further product development.
62.5% of people take medication to help treat their diagnosis.
I then asked if the participants took part in self-help such as meditation, exercise, mobile apps etc. 59.4% said they have in the past month and the rest said they would in the future.
59.4%
of people said they
take part in sports or watch sports
I then asked how often they do this, the results:
15.6% said everyday
65.6%
of people said they
would be interested in my product
development
Types of anxiety
General Anxiety Excessive worry, tension if there is little to provoke it
Obsessive Compulsive Disorder Constant fear to perform a certain tast or routine. Fear of germs or washing the hands
Phobias Fear of object, spiders, heights, flying etc. Innappropriate fear Avoid common/everyday situations
Panic Disorder Feelings of terror Sudden feeling of losing something Sweating Chest pain Irregular heart Choking Similar feelings of a heart attack
Social Anxiety Worry af self Self concious of behaviour Social activity is hard to do Fear of judgement or embarrassment
Male anxiety In 2012, it was shown that 41.9% of women and 29.3% of men had been treated for anxiety. Yet 82% of men are suicides proving that the stigma is still strong. Alcohol and drug dependence is proven that men are 2x more likely to develop an addiction as a coping mechanism.
Anxiety in work: 12% are employed, 16% unemployed and 68% are not in labour service. Anxiety in education: 1.1% Masters 0.09% doctorate 0.3% none 3.2% Bachelors 3% Associates 14.2% only went to high school 18.3% only went to primary school 30% finished high school Anxiety in ethnicity: 0.2% Asian 6.5% Unknown 61% white 31.4% black 0.8% hispanic 25% of men take 1 daily treatment - risen since 2000 by 22%
Excercise in health has risen in recent years as it makes you feel better, mood booster, confidence, helps body have high pain tollerance, improve brain power, improves character, self disipline and can help fight addiction and depression.
Product Development Researched into the body and thinking about how I want the product to work, I first thought about where it would fit on the body.
First looked into where on the body it could be applied - The arms, neck, legs and head. All of these won’t work as the pressure of exercise will make the product fall off, they also very obvious in their appearance, taking away the feel of discreetion.
Moved onto the ear for a more secure position - a lot more discreet, just not fitting in with the brand/looks too much like a hearing aid. The ear is also located where a lot of the high points in your nerves are - making an easier way to get the pulses to reach the brain when wearing the device.
I have then created mock ups of existing ear wearables to make them appear more tailored to the brand. Although all of these look like something that would exist today, they would also fall off with not enough flexibility in the wiring. After drawing up some ideas on how I wanted my product to look, I then contacted illustrator and graphic designers across campus. After not hearing back I asked past graduate Jack Peter Knight, which was completed over night to go over any details.
The wire was created to create flexibility, allowing the device to securely wrap around the ear and be removed quickly and easily. The colours are a sleek black and silver metal. The logo also represents the different strengths of pulsations controlled by a mobile app. There is a small clasp which then wraps around the ear lobe and the flat piece is placed under the ear to reach the nerve points..
Customer Gen X consumers won’t buy a product until they’ve thoroughly researched it, which often means conducting extensive Internet searches and scouring online review sites and social media networks. They’re skeptical about marketing tactics and use their extensive research to avoid being a target. If they’re unsure about a product, they won’t buy, and they aren’t swayed by flashy advertising. Instead, they prefer a clear explanation of a product’s benefits. Gen X consumers saw the development of computers and the Internet and are quite tech-savvy. They frequently go online to research products. They’re less interested in trying new brands compared to both their younger and older counterparts. Instead, they prefer to stick with brands they know and trust and are willing to shell out extra money for them. Gen X exercise regularly and use mobile apps to better their performance such as Headspace, who’s demographic spans from 18-65.
generation X
Age; 18 - 50 Gender; Male Higher end consumer Upt to date on new technology Sufferer of a mental illness Influenced by sports Tired of using drugs or alcohol as an escape
Customer Journey Researched into a WGSN Insight on the way Gen X and Sports consumers shop. After discovering that most consumers are now up to date with new technologies, I’ve decided to adapt my customer experience to tailor to the consumer. When registering to use the product and service via a mobile app, the profile will be made for your age range - being more intense depending on the year group.
The product will be available to purchase online in 2020 to the public, enabling reviews and press releases to be there for the tougher to pursuade buyers to make their decision on the product. You will then get instructions on where to download the app and how. You will then set up a configuration with your device - Entering your personal details, a short summary of your daily routine and then a short breathing test. You will then be able to recieve weekly updates and rewards for how often you use, interact and update the app on what you’re doing.
Promotion Through research in the early stages of this project I’ve looked into what Adidas have already done in terms of marketing for the brand as well as Futurecraft promotional methods.
it’s clear that with a budget like Adidas that the standard adshel/billboard/print promotional methods will be used in conjuction with social media. Although these are still huge platforms, I don’t think its fresh enough for such an innovative product launch therefore I’ve looked into new and exciting ways to market. Further research: - Billboards that change on passerby emotions - Measuring audience reactions (Eg. The Revenant cinema release) - Deep web hosting - Emotive video campaign - Augmented reality (360 video and VR) - Exhibitions (CES and startup showcases) - Micro-influencers - Sports/athletes influencers using VR - Disruption Product is to calm but promotion causes tension
Chosen promotion 360 4K video experience for mobile apps, social media and VR headsets. The video will be fast paced using a well known athlete depending on the country. ) eg. Football, UK). The video will start out fast paced and loud, then the athlete will leave the grounds where the game/training is, put the ear piece on and it will go silent and make the viewer feel calm. Also used the hashtag #staycalm.
This will be the annual January CES Expo revealing new technology and releases. The product will have a one day only workshop where the consumer/journalist/influencer can wear the headset with a brain stransmitter attached to the brain to visually see the effects of the brain working when you’re calming down. This will then all be documented by the influencers/journalists etc ready to recieve press releases and reviews.
Deep web programming to hijack billboards across the world (Key cities) The billboards will consist of all the screens glitching to a #staycalm roll around ad The message of the ad being that you should stay calm in sitatuons that make you feel uncomfortable.
Chosen promotion
what’s #staycalm?
The calm after the storm is a viral marketing and social media response idea that generates a rush of feedback within hours. The idea of Facebook reactions, updates, tweets, snapchats, livestresams and instagram posts using the hashtag. The Adidas page will ignore all direct approaches (to social media) until further explanation is given.
Shortly after the panic release of the hijacking - microinfluencers will release videos on their platforms with click-bait still video thumbnails asking their viewers why this happened or they can explain the situation. Viewers can then feedback and engage with the influencer and react on their own platforms. This campaign then keeps the brand on everyones lips and will become memorable.
- Provides innovative way of promoting a new and fresh product on the market
- By 2020 VR headsets will be more accessable and have new updates
- Consumer feedback will be a huge part of the promotion using word of mouth
- By 2020 the new interactive technologies will be well known.
- Developed hijacking idea from a deep web source Unknown
- 4K video will be more accessable to consumers by 2020
Rollout
20 18
360K 4K video release on all social platforms and TV Reveal of mental health exhibition - CES Expo Launch broadcast hijacking of key cities TVs/digital billboards, Eg. NYC, London, New York, Tokyo, LA, Paris and Shanghai Break the internet, social reaction algorithm to be released later Press release and teaser article from CALMZine
20 19
First visual released of product with usage video First email of feedback and feedback recieved Sports influencer reivew on Adidas and personal social Email update for drop
20 20
Campaign video dropped Flagship store event - “Try and buy� App is released (app store) Mainstream influencers Available
A1 Poster construction
- Started off with a guide and decided what I wanted to put on my board. - Looked on Pinterest for wearables posters and layout inspiration - Decided whether I want colour or white background - Tried to make sure all information was communicated in a way that it will be easy for the viewer to read and get the point across quickly and efficiently
- As a photographer, my strengths are with visual images throughout therefore I used my image based graphic design skills to create a sport related image to go on the board. This gives my headings a bit of flair rather than it being a plain header. - Began the poster making process by using the images I have made These are bold enough to be easily communicated but not overpowering that you lose interest in the work.
A1 Poster construction - Used illustrations from the product development part of the project. Thesse are clear and concise for the viewer to look at understand what the product does - I ended up using a gradient system for the visual colour palette, using an in-brand blue hue that Adidas would use.
- As the poster development continued I used Tim Tadder photographyimages - a well known sports photographer to create my own graphic design images for each collumn. - Continuing to keep the Adidas theme prominent - Using the power of 3 like the logo and the branding on the bottom
- In the end, my poster continued with the blue gradiient theme and impactful imagery - Used Tex Gyre Adventor font - Poster is easily communicated from left to right, clearly stating what each part is - Font size is readable and clear with highlighted parts in bold to stand out - Images are of high quality and colours match as much as possible