Kancil Awards

The Malaysian Advertising Awards

(3.5) Open [digital installations, adver-games, kiosks] — MERIT, adidas 6009 - 60 YEARS OF SOLES AND STRIPES, MediaCliQ sdn bhd


adidas 6009 celebrated its 60th anniversary in the year 2009 with various exciting events and customer reward programs throughout the Southeast Asian region (Malaysia, Singapore, Thailand, Philippines and Indonesia). This multi-pronged campaign cumulated with a simultaneous “Party of the Year” held in each of the 5 countries involved. The “Party of the Year” was streamed via live video feeds to all its 5 locations. An estimate of 20,000 attendees graced the event at each country.

Campaign Execution
When an adidas customer at any of the participating retail stores signs up for the program via SMS, a unique SMS text is sent to the customer immediately. The mobile voucher gives the initial user a 20% discount and hence forth, a loyalty reward system tracks the customer’s subsequent purchases to their mobile phone. adidas premiums were redeemable based on the purchase history. Any lost or deleted SMS could be resent upon request or reprinted out at the mobile kiosks instantly where it was synchronized online to a central CRM.

Results
A celebration of a successful and cohesive blending of branding and marketing with technology. This interactive mobile solution leverages on millions of existing mobile phones and PDAs in the market. While the typical sending of ads and coupons are nominal, here we are “closing the loop” via mobile technology. Our client was able to make a unique offer, track the results in real-time, observe customer behavior and boost transaction rates accordingly. This end-to-end cycle completes the CRM circle together with brand strategies and objectives.


Title
adidas 6009 - 60 YEARS OF SOLES AND STRIPES

Client
adidas Malaysia

Product/Service
Service

Internet URL
http://www.mediacliq.net/awards/adidas_bCODE.html
   
Art Director
Tan Chee Weng

Copywriter
Jeremy Chiew

Designer
Kenneth Wong, Lim Jee Han, Benjamin Ng

Web Designer/Multimedia Designer
Tan Chee Weng

Programmer
Kenny Leong, Hilde Wong

Client Service
Choong Yen Teng, Koh Boon Ki

 

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