“NEO is the adidas family’s youngest brand with the most vitality," said Simon Millar, vice-president of sports style at adidas China. "Unveiling the label's first global TVC in China shows the importance adidas places on the China market.”
The 'Live Your Style' campaign features the NEO label’s Greater China ambassadors, Eddie Peng and Angelababy.
With audio-recognition technology that recognises the soundtrack of the specific advert and reacts to it, viewers will be able to 'capture' products featured in the commercial as part of a game and then share them on social media to unlock prizes and gifts-with-purchases.
"It feels like visual activation from the user experience, so this application builds on existing multi-screen behaviour in a natural way," said Rohan Lightfoot, integrated business director at Isobar Asia-Pacific.
"Rewarding the audience for playing along with the NEO Label TV commercial will undoubtedly help adidas gain global cut-through, and derive extra value from their media budget," he added.
The Shazam-type mobile application extends the reach of the digital component of the campaign by allowing easy sharing of the interactive game results on social media.
It is similar to Coca-Cola's 'Chok! Chok! Chok!' campaign in Hong Kong last year that utilised audio signals from the TV commercial to trigger the mobile application so as to sync the viewer's movements with the commercial.
Media planning and buying was carried out by Carat, with OOH taken care of by Posterscope, and creatives localised by TBWA China and Rice 5.
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