The Challenge
Increase brand awareness in San Francisco
My Role
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Networked in order to obtain interviews of San Francisco locals for primary research
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Conducted secondary research on Statista and other platforms
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Came up with the promotional event idea
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Helped gather consumer and brand insights
Research
“I walk five miles a day”
“I can’t have an excuse not to workout”
Creative Brief
Challenge: Increase brand awareness in San Francisco
Consumer Insight: “Living here requires a lot of physical activity every day.”
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Brand Insight: “We understand that it takes a lot to live in San Francisco. Every day you push your boundaries even more. Adidas pushes their boundaries too. So let’s work together so we can push our boundaries further than ever.”
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Idea: San Francisco is a sport The Line: #SportSanFrancisco
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Support: San Francisco demands physical activity as there are a lot of hills and a lot of winding roads. Not a lot of people drive in San Francisco. Most of them either walk, ride their bike, or use public transportation.
Creative Strategy: Event marketing, social and interactive media, and print.
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Tone:
• Athletic • Competitive • Urban • Exciting
Creative Work
Print Ads
Mobile App
Marketing Event