BVG x adidas – The ticket-shoe|海报/平面|广告营销案例【ADGuider广告指南】

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BVG x 阿迪达斯-门票-鞋

案例简介：概要由于柏林的地下和反体制文化，年轻的柏林人非常讨厌 BVG 过境，以至于他们在被迫使用火车票时不会购买火车票。BVG 需要改变他们的品牌观念，这样 1) 他们会尊重公司，2) 开始支付门票。结果这款运动鞋在宣布后立即风靡全球，第二天国际媒体就报道了这款运动鞋。记者在推出前几天到达 Overkill 和阿迪达斯商店的现场，采访那些在寒冷的温度下在外面露营长达五天的顾客。商店开业后，运动鞋在三个小时内就卖完了。媒体 (如: 《卫报》、《纽约时报》、《 NPR 》) 分三个阶段 (激活、启动、转售) 报道了运动鞋, 获得 106亿的媒体印象，估计获得 14 英镑的媒体印象。 637.368全球头条称赞 BVG 做了许多人认为不可能的事情: 让公共交通变得凉爽。特别感兴趣的出版物庆祝运动鞋利用合作技术进行突破性创新。最后，邪教运动鞋在易趣上以高达 3500 英镑的价格转售。最后，我们让年轻的柏林人付钱买票，不仅柏林，全世界都向 BVG 致敬。执行这只鞋充满了 BVG 设计元素。标志性的复古迷彩图案来自 90 年代以来的火车内部。阿迪达斯 EQT 93/17 (也是 90 年代首次发布) 的重新设计的轮廓被选中来补充这种模式。它还具有刺绣过境符号、 BVG 标志、迷彩鞋底和 BVG 票舌。鞋带是 BVG 黄色的，运动鞋用勃兰登堡门纸包裹 (在火车窗户上发现了同样的图形)，用 BVG 迷彩盒装。这只鞋只限于 500 双。活动描述通过赢得世界上最热门的地下品牌 -- 阿迪达斯原创品牌的尊重，改变仇恨到尊重。随着限量版 BVG x 阿迪达斯原版 EQT 柏林。这款运动鞋是 BVG 过境的年票，其特点是 90 年代以来 BVG 列车中存在的伪装图案。柏林是欧洲的街头之都。我们的研究发现，尽管柏林的叛逆性质，年轻的柏林人仍然时尚，愿意花大笔钱买运动鞋。在运动鞋作为年票的想法被构思出来后，阿迪达斯的原件被提出来。我们知道，如果我们能够通过我们的想法获得阿迪达斯的尊重和信任，那么我们也将通过一款创新的运动鞋赢得柏林的尊重，该运动鞋利用合作将时尚和功能结合在一起。

BVG x 阿迪达斯-门票-鞋

案例简介：Synopsis Due to Berlin’s underground and anti-establishment culture, young Berliners hate BVG transit so much that they don’t buy train tickets when forced to use it. BVG needed to change their brand perception so that 1) they would respect the company and 2) begin paying for their tickets. Outcome The sneaker immediately went viral following its announcement, with international media reporting the sneaker the next day. Reporters arrived on-site at Overkill and the adidas store several days ahead of launch to interview the customers who camped outside up to five days in freezing temperatures. After stores opened, the sneaker sold out in just three hours. The press (eg : The Guardian, Vice, New York Times, NPR) covered the sneaker in three phases (activation, launch, resale), achieving media impressions of 10.6 billion and an estimated earned media of €14.637.368. Worldwide headlines praised BVG for doing what many thought impossible: Making public transportation cool. Special interest publications celebrated the sneaker for utilizing collaboration over technology for ground-breaking innovation. Finally, the cult sneakers re-sold on Ebay for up to €3500. In the end, we made young Berliners pay for tickets, and made not only Berlin, but the world pay respect to BVG. Execution The shoe’s filled with BVG design elements. The iconic retro camouflage pattern comes from the train interiors existing since the 90s. The reinvented silhouette of the adidas EQT 93/17 (also first released in the 90s) was selected to compliment the pattern. It also features embroided transit symbols, the BVG logo, a camouflage sole, and a BVG ticket tongue. The laces are in BVG yellow, and the sneaker’s wrapped in Brandenburg-gate paper (the same graphic found on train windows), and boxed in BVG camouflage. The shoe was limited to 500 pairs. CampaignDescription Change hate to respect by winning the respect of the hottest underground brand in the world: adidas Originals. With the limited edition BVG x adidas Originals EQT Berlin. The sneaker that’s a yearly ticket for the BVG transit, and features the camouflage pattern existing in BVG trains since the 90’s. Berlin is the streetwear capital of Europe. Our research found that, despite Berlin’s rebellious nature, young Berliners were still fashion-savy and willing to spend large sums of money on sneakers. After the idea of a sneaker as a yearly ticket was conceived, adidas Originals was approached. We knew that if we could gain adidas' respect and trust with our idea, then we would earn Berlin's respect as well with an innovative sneaker that used collaboration to combine fashion and function together.