Adidas launches with online and mobile focus

Hong Kong - Sports apparel brands are increasingly tapping the female market with adidas launched its 'Me,Myself ' campaign in Hong Kong featuring celebrity Stephanie Sun as the brand ambassador for its ad campaign. 

The 'Me, Myself' campaign shifts adidas' brand philosophy to target women between 20 to 30 years to celebrate individuality, confidence and motivation.

In Hong Kong, Carat Hong Kong and Rice 5 have collaborated to launch an online and mobile campaign focusing on horoscopes to drive a personal conversation with women. 

May Wong, brand communications manager for adidas, said "we wanted an idea that stayed true Me, Myself strategy, but also enabled us to have a more local and personally relevant dialogue with Hong Kong women."

Carlos Palacios, strategy director for Carat Hong Kong added the digital campaign was based on the insight that many women have a very personal intimate relationship with their horoscope and it offered them a vehicle that they could leverage to have a regular conversation.

Consumers will be asked a series of personal questions and those information will be tailored for relevant sport and lifestyle content feeds delivered by sms over a period of 12 weeks. 

The mobile element is also extended to retail as users could use their mobile Me-ID to obtain a 20% discount in store.

MSN and three mobile have also formed content partnerships with adidas while the offline campaign include advertising on key outdoor sites and in prime positions of key titles including she.com.