adidas Originals integrated OOH advertising with social media for the Nite Jogger

A series of 20 hoardings came alive in the form of a Flipbook when captured on social media in Gurgaon

e4m by exchange4media Staff
Updated: May 7, 2019 11:53 AM
adidas Originals

adidas Originals took OOH advertising up a notch by integrating it with social media with their latest series of hoardings in Gurgaon for the Nite Jogger. The brand’s biggest launch of the season, the Nite Jogger is a shoe that harnesses functional reflective technology and has been designed for the relentless pursuit of creativity, unbound by the constraints of daylight.

The brand had undertaken one of the most innovative and disruptive OOH concepts as they had unveiled a series of 20 consecutive metro pillar hoardings in Gurgaon that showcased a story which unfolded in the format of a ‘Flipbook’. When the images from each of these hoardings were clicked consecutively in motion (like from a moving car), and uploaded on Instagram story, these images further got captured in the form of a moving ‘gif’. The hoarding employed an interesting innovation technique that when users captured it on their mobile phones to make Instagram stories, the OOH actually came alive with the unfolding of the story which showcased a person skating with other elements in the hoarding which also got animated in real life.

This unique Nite Jogger hoarding series thus engaged consumers to interact with it like a ‘flipbook’ and took it to social media, as it creatively combined interesting aspects of both OOH and social media.

The Nite Jogger by adidas Originals is a revolutionary silhouette powered by deliberately placed hi-vis technology as reflective hits feature throughout the lacing, 3-stripes, heel patch, and highlight overlays that illuminates its wearer after dark. The Nite Jogger appeals to ‘nite creators’ whose creative visions and ideas come alive at night and keeping with this theme, this unique Nite Jogger hoarding truly brought out the #ItsNeverTooLate story of the Nite Jogger!

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