
Agency	TBWAMoscow
Creative head	Maim Kolyshev
Author of idea	Maim Kolyshev
Product	adidas boost
Description	In 2013 adidas introduced running shoes with unique boost technology that provides energy recharge. Our objective was to demonstrate this advantage. The goal was to create unique experience for runners, based on new adidas technology; to involve runners and opinion leaders into adidas activity; increase brand awareness; to position adidas as a brand which turns running from hard workout to valued activity. We targeted 2 completely different audiences: runners and those who are don’t want to participate in running events due to the prejudice that running is hard and boring. The challenge we faced was the fact that historically adidas perceived as sports brand for professional athletes rather than for everyday sports activities. Therefore to unite these target audiences was a hard task. And we thought if adidas boost can return one runners’ energy, would it be possible to collect the energy of many runners and use it for one good deed? To answer this question, we created the project «Charge the city with the energy of running». As soon as we set a big human idea people start to participate in races with mobile generators without additional media implementations. The campaign 'Charge the city with energy of running' has covered four great Moscow running races and running everyday sessions at adidas runbase at the «Lujniki» Olympic center. At four races and at runbase we gave to the runners mobile generators that transform kinetic energy into electricity. All accumulated energy was collected to the special batteries at adidas runbase. Finally, all the energy was taken to the stadium in Protvino town where there was no lightning since 1984. By pluging the batteries to led lights, we have lighten the stadium which became a real celebration for the locals. The campaign received wide response in Mass Media and social networks. 125 unpaid media articles with low media budget. 5 000 mentions in social media with no media budget. PR coverage reached 1 275 211 257 contacts. Traffic in stores increased on average 0,70% in Moscow. 250 participants ran with mobile generators. 110 000 unique users on site. 21 000 branded hashtags.
Advertiser	adidas
Team members	Antonina Pirogova, art director. Alexandra Vasilieva, copywriter. Leonid Galkin, designer. Inga Wiesel, designer. Alexey Ulanov, Brand Managing Director. Marina Azaryeva, account director. Alexandra Chervotkina, account manager. Anton Gulin, account executive. Olga Kirillova, producer. Gavriil Spirin, producer. Alexander Anfilov, associate producer. Alexander Shatilov, editor. Sergey Koptsiovsky, strategiс planning.

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