There’s no better way to know if a pair of running shoes fits you, or if a jacket is comfy, than to actually do a test run through the snow.
Using virtual reality technology, adidas Hong Kong created an unusual fitting room at flagship store in Causeway Bay to promote its adidas Climaheat jackets. Customers are challenged to complete a simulated training in the “snow”, where they would be exposed to a series of weather effects, including audio, visual and temperature control.
Rachel Howard, senior brand director at adidas Hong Kong, said instead of just reading the product catalogue, the initiative aims to bring some fun to the customers’ fitting room experience, as well as letting customers feel the product benefits first-hand.
“In November and early December, Hong Kong is usually not cold enough for people to immediately decide to buy winter wear,” said Howard. Jan Cho, general manager at TBWA Hong Kong added that the approach could immerse customers into a cold winter, which promotes the product “in the right context”.
The VR experience was a part of the Climaheat jacket campaign, and ran from November 19 to November 27. Over 800 people had played the VR game during the period.
Creative agency – TBWA Hong Kong
General manager – Jan Cho
Executive creative director – Esther Wong
Creative directors – Calvin Chow, Louis Fung
Senior art director – Ka Lok Luk
Art director – Liam Chan, Vanis Ng
Copywriter – Tszho Chung
Business Director – Pauline Wong
Group Account Director – Jan Lee
Associate Account Director – Karen Tong
Account Manager – Stephanie Lee
Senior Account Executive – Sze Lam
Senior Digital Producer – Anne Chan
Digital Producer – Brendan Ma
Associate Producer – Zoe Lin
Senior Video Artist – Harry Yiu
Digital Partner – ManyMany Creations