adidas HK and JOOX team up for a cyberpunk-themed '3D audio' campaign

As temperatures cool in Hong Kong and outdoor exercise becomes a bit more bearable, adidas Hong Kong and JOOX are teaming up to make your next run a more immersive one.

To promote adidas' X9000 series running shoe, the two brands have developed a 3D audio campaign that will transport Hongkongers into a cyberpunk-inspired, futuristic world utilising the JOOX music streaming platform.

Comprising four 3D audio ads and a branded playlist, the campaign brings listeners into "adidas 3D異元世界 ('alien world')", an imaginary and mysterious universe in Hong Kong that will enhance the running experience and features music by artists including Bruno Mars and others.

Unlike traditional audio or even surround sound, 3D audio technology makes the listening experience more immersive than ever before. With only a simple pair of stereo headphones, 3D audio's expanded sonic field enables sounds to approach the listener from all directions, which made it the perfect fit for the experience that adidas and JOOX wanted to create. According to research by Advertiser Perceptions, 46% of brands have turned to digital audio as a key driver for their marketing efforts. 

In addition to the audio spots, banner and splash ads were also developed to help the playlist reach more listeners.

“JOOX strives to create innovative opportunities for advertisers who wish to engage with Asia’s youth segment and we’re delighted to gain the trust of adidas Hong Kong to co-create this set of compelling 3D audio ads – which is sort of a breakthrough for marketers in Hong Kong," said Norman Tam, general manager of international business group at Tencent.

"We believe that digital audio ads are highly effective to narrate a compelling brand story, and the 3D audio could help further elevate the sensational experience that brands would like to deliver."

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