ADIDAS042518WINTER JACKETINTEGRATEDCOMMUNICATION PLAN
ADIDAS WINTER JACKETS STRATEGY状态正燃状态正燃WINTER JACKET CAMPAIGN CONCEPT
MESSAGINGOVERALL THEMEON FIRE ON FORM 状态正燃LIGHTEN YOUR STYLE IN ZERO DEGREE 点燃零度型动穿上就保暖Wear to be warm穿上就有型Wear to be stylish穿上就运动Wear to be sporty•WJ technology can guarantee the heat you need before/after sports•WJ functionality includes different aspects: texture, heat preservation, thread and etc.•WJ does not mean grammish•Adidas WJ is celebrity and Kols’ top choice of wardrobe to stay chic in winter•Adidas encourage every consumer to fitting in and find own style and identity in winter •Winter does not mean necessity to stay at home. •With adidas WJ being shelter, you are allowed to explore urban life like work outing at a training ground •Sports style evolves with time goes, WJ is the best choice to start the young and “on fire” urban lifestyle
SOFT LAUNCHGRAND LAUNCHSUSTAINOCTNOVDECOBJECTIVEKEY ACTIONPLATFORMBUDGETKPIFirst wave of launch in North regionOnline and Offline consumer engagement and communicationRegional media&Tech media coop to raise awareness Media&KOLstorytelling&reposts待补充Leverage campaign #点燃零度型动 to grand launch adidas WJ nationally, to engage consumers, generate traffics and drive sales in storestorytelling and second mass transmission sustain volumeKOL Livestreaming
冬装利器 adidas 羽绒服点燃零度型动（example）媒体第三方平台PR 二次传播BJTJHAERBIN
HIGHLIGHTS•Fun experiment to demonstrate functionality of winter jacket from different aspects: texture, heat preservation, thread and etc.•Visualize the functionality via long picturesTOPIC ANGLE•知识点：羽绒服如何让你避免感冒？•How does a winter jacker keep you away from getting cold?•36℃人体标准恒温，你达标了吗？•Have you reached the 36 ° C standard degree of a human body?LONG PICTUREWEIBOWECHAT(TOPLINE)
THE CITY IN WINTER CAN BE HARSH AND UNFORGIVINGMANY PEOPLE QUIT TRAINING OR STAY HOME IN WINTER HOWEVER…CITIES IN WINTER CAN BE FASCINATING AND WORTH EXPLORING
WHY NOT?MAKE THE CITY YOUR PERSIONAL STADIUMALL YOU NEED IS A FASHIONABLE WINTER JACKET TO SHELTER YOU FROM THE OUSIDE WORLD,AND GET YOU READY FOR EVERYTHING FROM THE MOMENT YOU LEAVE THE HOUSE.
Make city the Training Ground,lighten Your style in zero degree 城市训练场 点燃零度型动#SPORT-燃动ENJOY-燃享MUSIC-燃乐FASHION-燃酷
12TeaserPR: Viral Video X vice Social:Event Day PR: Well-designed bus covered with adidas brand KV take all eventparticipants to enjoy their “on fire” day. (products fitting on the bus)Socail：SharingPR：Media&KOLs to share experience on social mediaSociall:ONLINEOFFLINE城市训练场 点燃零度型动Consumer RecruitmentSocial: platform and mechanismONLINEONLINE
A teaser video with celebrities, KOLs and the public to show that people who keep their training spirits on is more cheerful & positive in winter.Social movement to encourage people explore the winter cities and keep exer...
