Campaign details
Brand: adidas GMRAgency: adam&eveDDB
Summary
adidas GMR is an innovative smart insole, developed with Google, EA SPORTS FIFA Mobile and a little bit of old school planning.
This is not a story of advertising strategy as a cherry on top.
This was planners in the kitchen, during product development.
The revolutionary tech was designed to help get a generation moving, by tracking real-life football moves and turning them into in-game rewards.
But when early consumer research spotted gaps in the product offering, planning was able to uncover the deeper human motivation that could drive players...