Campaigns

Adidas turns the spotlight on ‘Predator’ with 3D innovation

The one-month multi-city campaign that also features a unique 3D innovation – planned and executed by Posterscope -is particularly targeted at the football players and fans across all age groups

Published

January 5, 2018

M4G Bureau

Adidas has created an impressionable statement with an innovative OOH campaign for its flagship product ‘Predator’ with a 3D display of their brand ambassador Paul Pogba. The one-month campaign, planned and executed by Posterscope, is particularly targeted at the football players and fans across all age groups.

For the 3D display, a 2D image of the Paul Pogba was converted into a 3D image and the detailing and painting of the final piece was done by hand. The innovation showcased 9ft long 3D face of Paul Pogba that protruded 4.5Ft on a 20ft x 10ft billboard. Media formats like billboards, bridge panels, and unipoles were also used to create impact for the multi-city campaign

Posterscope banked on their primary research (OCS) tool, patented analytical tools (OOHZONE) and accumulated understanding of the brand to zero down on specific locations in Delhi for the innovation. The innovation was done on the Inner Ring Road at RK Puram towards Dhaula Kuan. The location of the unipole was specifically chosen so that it covers the high volume traffic on Ring Road and is a solitary unit.

This resulted in a flawless execution of the campaign and all timelines were met without any compromise in quality. The innovation led to creating extensive and significant buzz around the product.

Commenting on the campaign, Sharad Singla, Senior Manager- Omni Channel Marketing Brand Communication, Adidas said, “As a brand we wanted to make a bold statement, that was also in line with our product re-launch. We identified a powerful execution for outdoor which had an element of innovation; it brought to life the predatory instincts through the Pogba 3D execution on few sites.”

Aditya Goel, Senior Business Director, Posterscope said, “This was a brief where we had to think beyond the work that we had already executed for Adidas in the past. The creative, servicing and operation teams at Posterscope came together to execute a larger than life size 3D model. It is something which has not been tried so far in the country in the OOH space.”