Adidas Originals disrupts OOH with unique Nite Jogger campaign

While the brand is an active player in all forms of advertising, this campaign for Adidas Originals Nite Jogger marks a new engagement via OOH

by Anjali Thakur
Published - May 27, 2019 9:10 AM Updated: May 27, 2019 9:10 AM
Adidas Originals Nite Jogger OOH

No matter how companies do it, advertising remains one of the most important aspects of a business. However, advertising has evolved so much over the past decades that it has become nearly impossible for businesses to keep up. From simple flyers to giant billboards, to taking your ads into the online realm, advertising continues to grow at a rapid pace.

While most companies are quickly transitioning from traditional to digital advertising, in a unique campaign Adidas Originals leverages OOH like never before. A virtual GIF of a person skating through the night, that's what a recent innovative OOH execution by Adidas Originals on 20 consecutive metro pillar hoardings looks like.

The brand has somehow disrupted the OOH medium because of its innovative concept of GIF. Although brands like Netflix, Coca Cola has done something similar in the west, we asked brand experts if this trend will follow in India and how much this could cost, how the premium is it as compared to regular OOH.

Jagdeep Kapoor, CMD, Samsika Marketing Consultants said, “The GIF is an innovative concept in the OOH space and Adidas has used it well. Being first always pays dividends in media campaigns. The GIF trend will catch on very quickly in OOH amongst brands. Initially, it will be seen as premium because of its uniqueness. Over a period of time, it will be commonplace, though will still be considered premium. Anything premium does cost a little more. After all, the job of OOH media is to attract attention and increase visibility and share of voice. GIF does this well.”

The execution for the Adidas Original's Nite Jogger is drawing a lot of attention as it replicates a flipbook-like experience in an outdoor setting. With this campaign, the brand has taken a radically different approach to Out-of-Home (OOH) advertising.

Saurabh Uboweja, International Brand Expert and CEO of Brands of Desire says, “Nite Jogger is a premium shoe collection from Adidas and is being projected and promoted in niche markets across India. The OOH campaign demonstrates originality, builds brand engagement and pushes the limits of creativity within OOH while making it Instagram share-worthy. The cost of a regular OOH campaign comprises of creative and media cost, which is usually heavily skewed towards media cost, especially if there are a large number of sites. In this case, however, the OOH campaign is restricted to very few niche sites in India and is intended to generate online conversations. It cannot, therefore, be compared in costing to regular OOH as a reference.”

And if this trend will follow in India to which Uboweja adds, “OOH going forward will increasingly become more interactive and interesting as a medium in the Indian context. This is driven by two main factors: launch of digital OOH and advent of OOH-focused creative agencies which are continuously pushing the creative boundaries with this largely ignored medium.” 

Mixed Route Juice, a Delhi based digital marketing agency was the brainchild behind this campaign. “The plan was to create brand engagement by allowing viewers to construct the product story themselves, simply through movement and their smartphone camera. In a first-of-its-kind initiative, the campaign handed over the reins of stop motion to the audience itself by arranging 15 consecutive banners side by side to make them appear like a person in motion. The magic comes alive when you grab it on your smartphone video/story format using Facebook and Instagram,” said Sayak Basu, Strategy Head, Mixed Route Juice.

This one-of-a-kind creative execution offers a refreshing take in the cluttered outdoor advertising space and has reinforced Adidas Originals' image as the home for out-of-the-box marketing campaigns. While the brand is an active player in all forms of advertising, this campaign marks a new active engagement via OOH.

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