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JD Sports turns Gen Z heads with yellow beetle in KL and Petaling Jaya

JD Sports turns Gen Z heads with yellow beetle in KL and Petaling Jaya

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JD Sports turned heads in Kuala Lumpur and Petaling Jaya recently when it drove a yellow JD Beetle as part of its annual Click Refresh campaign. Done together with Abern & Nyler, the campaign also saw Nike jump on board as a sponsor for the Malaysia activation. While JD Sports did not explain what Nike's sponsorship entailed, it said that the sports brand stands out among the younger crowd and hence, it is a suitable partner for the campaign.

This time round, JD Sports took an integrated approach, combining experiential marketing, live #OOTD feed on social media, as well as meet-and-greet with the favourite influencers of Gen Z. Aside from the yellow JD Beetle, the brand also handed out free chilled black coffee to the first 100 participants daily. Students who showcase their pin badge in-store also got to play the vending machine and win exclusive Nike merchandise with a minimum spend of RM200. They were also given stickers which contained an online discount code. Imran Bard, Gajen Chandra, Cupcake Aisyah, and Meer Nash were the influencers engaged for the Click Refresh.

While JD Sports declined to disclose the monetary value of the campaign, the brand told A+M that the campaign was meant to showcase how JD Sports as a brand is ready to hear the voices of the younger audience through the activation. It also wanted to ensure the brand is not only constantly evolving to resonate with the younger audiences, but also allowing them to embrace themselves with their individual style.

jd sports yellow beetle

Click Refresh aims to allow consumers to experience the JD Sports brand in a tangible, offline manner while creating online buzz around it. The brand said it is not looking to display products or offer short-term discounts. Instead, it seeks to keep up with the trend-conscious young consumers and to continuously grow with them.

While the brand declined to share specific numbers on the performance uplift, JD Sports said it is now 30% above target for Click Refresh. JD Sports is also running the Click Refresh campaign in Singapore and Thailand with a similar concept but there is no confirmation yet on whether Nike will be a partner in those two countries. The brand did not share its marketing plans for 2023 aside from the fact that there will be "exciting product roll outs" and "more innovative in-store experiences".

How is JD Sports eyeing the Gen Z dollar?

Brands are increasingly looking to target Gen Z these days and JD Sports plans to do so by merging digital technology with retail experience. This comes as 70% of Gen Z find in-store experience enjoyable and valuable, the brand told MARKETING-INTERACTIVE. Hence, it is constantly enhancing its in-store presentations to make it more appealing and relevant.

Aside from social media, which is a popular channel to engage Gen Z, JD Sports is also looking at campus OOH advertising to reach this target audience. It has already done so with the Click Refresh campaign by having posters on campus.

jd sports click refresh campus

Sue Ann Teoh, media strategist at Abern & Nyler, said Gen Z are exhausted from being inundated with overt ads. "To hold their interest and to make sales, brand owners must constantly find a new creative approach to engage and communicate with this digital native generation across multiple media platforms – focus on combining experiential marketing, social and campus advertising, to create a stronger brand persona," Teoh said.

Meanwhile, there is always talk about innovation in the marketing world, but that is usually easier said than done. When asked what JD Sports' secret to innovative thinking is, the brand said it is crucial to understand one's audiences and their demands as well as ensure it aligns with JD Sports' vision. Authenticity is also key to standing out among the crowd and building a strong relationship with consumers, JD Sports said.

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