Alexander wang x adidas originals season 2|短视频|广告营销案例【ADGuider广告指南】

亚历山大 · 王 x 阿迪达斯原版第二季

案例简介：近年来，全球最大的品牌一直在争夺最激动人心的时尚品牌。尽管制作这些产品有大量的创造力，但这些系列总是以同样的方式出售: 人们在同一家商店前排起长队。不管产品有多独特,品牌通过充满人为困难的店内体验制造炒作。简介如果我们将品牌和观众之间的联系转变为沉浸式讲故事的机会，会怎么样？目的: 在纽约市的街道上推出新的系列，将自行车和狂欢文化的灵感带到生活中。为发布生成 PR。继续合作的颠覆性，颠覆产品发布的规则。战略你的观众包括偷偷摸摸的人和时尚人士，他们敏锐地意识到并参与了合作的世界，认识到他们在街头世界中令人垂涎的位置。作为有史以来最受关注的社交观众之一,随着电子商务销售通过移动设备不断增长，阿迪达斯 Originals 准备像其他街头服装品牌一样利用这个市场。我们的方法是利用 sneakerheads 武器库中最有价值的工具 -- 手机 -- 最容易获得和最普遍的技术: 文本。没有进入障碍，不需要下载，没有应用程序。我们的意图是以一种激进的方式提高人们对收藏品的认识，同时清楚地将它的两个不同的灵感 -- 自行车和狂欢文化 -- 带入生活。发现了统一这两个世界的东西，纽约市经销商社区,颠覆了对时尚下降可能是什么的所有先入为主的观念 -- 时尚界也注意到了这一点。这一下降引发了从《时尚》到《洛杉矶时报》等主要出版物的热度，达到了 10亿多次。 7月29日和 31 日，纽约的街道上占据了主导地位。(两天后完成)。虽然聊天机器人存在于抽象的数字世界中，但当 wildpostings 和 OOH 收购在 20 多个地点出现在熟悉和不熟悉的角落和街道时，这两个虚拟和物理现实变得模糊。阿迪达斯 Originals 全球和纽约 Instagram 账户上的社交内容支持了激活。竞选描述没有墙。没有商店。没有显示。只有文本。在自行车和狂欢文化之间，有一个共同点: 纽约非法经销商的文化。受这些世界碰撞的启发，我们将纽约的街道变成了世界上最具创新性的商店。海报显示产品和电话号码，并提示文本，在城市各处张贴。回答这个问题，我们开发了一个聊天机器人，它有最粗略的经销商的习惯，接受消费者的订单(没有少量的怀疑)。在发布日，自行车信使在集合中装备，淹没了城市，将产品直接送到我们消费者的门口。Juergen Teller 的摄影作品在互联网上传播，进一步扩展了这种文化的生活方式。

亚历山大 · 王 x 阿迪达斯原版第二季

案例简介：In recent years, the biggest global brands have contended for the most exciting fashion names to collaborate with. Despite the amount of creativity involved in making these products, the collections are always sold the same way: With people forming a long line in front of the same store. No matter how unique the product, brands manufacture hype through an in-store experience that’s filled with contrived hardship.BRIEFWHAT IF WE TRANSFORMED THIS MOMENT OF CONNECTION BETWEEN BRAND AND AUDIENCE INTO AN OPPORTUNITY FOR IMMERSIVE STORYTELLING?OBJECTIVESLaunch the new collection on the streets of New York City in a way that would bring its inspirations of cycling and rave culture to life. Generate PR for the launch. Continue the subversive nature of the collaboration, and upend the rules of what a product launch could be.StrategyOur audience consisted of sneakerheads and fashionistas keenly aware and engaged with the world of collaborations, recognizing their coveted placement in the streetwear world.With one of the most tuned-in social audiences of all time, and with ecommerce sales continually rising through mobile, adidas Originals was poised to capitalize on this market like no other streetwear brand.Our approach was to tap into the most valuable tool in the sneakerheads’ arsenal — the mobile phone — with the most accessible and ubiquitous technology: text. No barrier to entry, no downloads needed, no apps.OutcomeOur intention was to raise awareness for the collection in a radical way, while clearly bringing to life its two disparate inspirations — cycling and rave cultures.The discovery of what unified these two worlds, the community of New York City dealers, subverted all preconceived notions of what a fashion drop could be — and the fashion world took note.The drop sparked heat in key publications from Vogue to LA Times, reaching more than 1 billion impressions.ExecutionThe activation dominated the streets of New York on July 29 and 31 (completing after two days).While the Chatbot existed in the abstract digital world, the two virtual and physical realities were blurred when wildpostings and OOH takeovers took to the corners and streetsides both familiar and unfamiliar in 20+ locations.Social content on adidas Originals Global & NYC Instagram accounts bolstered the activation.Campaign DescriptionNO WALLS. NO STORES. NO DISPLAYS. ONLY TEXTS.Between cycling and rave cultures, there existed one common ground: the culture of the illicit dealers of NYC. Inspired by the collision of these worlds, we turned the streets of NYC into the most innovative store in the world.Posters, displaying product and a phone number with a prompt to text, went up around the city.Answering it, a Chatbot we developed to have the mannerisms of the sketchiest dealer, took consumers’ orders (with no small amount of suspicion).On launch day, bike messengers outfitted in the collection, flooded the city, delivering product directly to our consumers’ doors. A mobile lookbook that actually delivered.Photography by Juergen Teller spread across the Internet, further expanding on the lifestyle of this culture.