Before their launch of the Alphaskin line, Adidas came to the team and asked for a few concepts, geared towards the Amazon customer, that would promote the Alphaskin product line while also embedding the core EXOS pillars of Mindset, Nutririon, Movement, and Recovery.
To best meet Adidas’ goal of awareness, we created a video-based campaign on Amazon platforms and devised an execution strategy to provide the optimal video-watching experience. This included executions like a Fire Tablet Video Overlay, Amazon Video Banner Ads, and Fire TV Carousel Landing Page.
To dramatize the drive to train creatively, we explored the unorthodox workouts of EXOS via custom video content. We were able to leverage existing talent relationships with known trainers.
ADX produced a series of four videos, including one 30s and three 10s spots featuring the three pillars of the products: strength, speed, and flexibility. Erica embodied strength and flexibility while Tevin cornered the market on speed.
STRUCTURING THE EXPERIENCE
This experience was set up so that customers would view one of three versions of the creative and then be driven to a landing page with the full video and the option to learn more and shop for the product. There were slight modifications for Fire TV but the other platforms followed the standard model.
ELEMENTS AND TYPE
Since the campaign would be split by three separate creatives, the elements and visual identity that reinforced the creatives needed to be clear and recognizable.
The use of a triptych in both the videos and ad drivers provided transitions, moments for movement, and visual interest. For some executions it was used to fill out the space or add dynamic movement while on smaller placements it was taken out all together in order to maintain focus on the fey features.
BRINGING IT ALL TO LIFE
The videos were housed fully on Amazon platforms over a gamut of executions including, Desktop/Tablet/Mobile Landing Page, Custom Animated Fire Tablet Video Overlay, Fire TV Ad and Landing Page, Amazon Video Ads, Mobile Interstitial Video Ads, and Standard desktop/Mobile Banner Ads.
On most of the placements, the 10 second videos auto-played (on mute) while the main 30 second video was housed on a central responsive landing page.