Adidas has launched a high energy, celebrity-packed Chinese New Year campaign for its Originals brand that focuses on a limited edition coin that users can redeem on or offline.
The campaign kicks off with a TV ad that uses special effects to tell stories of its celebrity stars traversing Chinese New Year in the city. The colourful ad features Jackson Yee, Eason Chan, Liu Yi Fei, Zhang Jun Ning and Wang Sheng Di, which Jing Daily notes as a diverse demographic of stars, helping the ad to appeal to a wide range of customers.
As with many fashion and sportswear brands, Adidas has launched limited edition products that tie into the year of the Ox. The designs feature traditional emblems and icons from Chinese New Year stories and tradition but with a sportswear twist.
Alongside this, people can win Adidas ’coins’ if they make a purchase. Adidas has created both virtual and physical coins that link online and offline interactivity. The physical coins can be scanned by the Adidas app to unveil an interactive game, in which users need to collect wishes from the campaign’s stars to win prizes.
The use of gamification and the focus on virtual connections is a sensible tactic in a year that will see many people’s Chinese New Year celebrations go virtual due. In previous years brands focused on stories around people travelling long distances to be with family for the holiday, but advertisers are now looking for new ways to connect emotionally with consumers this Chinese New Year.