Adidas takes fresh approach to bus-shelter ad with body-spray trial

The installation, in a busy spot on Nathan Road in the busy Tsim Sha Tsui district, also features pop-up 3D dummies and an interactive element inviting passers-by to vote for their favorite of the four available scents of Adidas Deo: fruity, floral, natural and pure.

Curiosity-driven pedestrians can press a button to get a whiff of the four scents, and then press a "Like" button to register their opinion.

The public-awareness campaign underscores the importance of hygiene during the summer months, while the bus shelter was chosen for its high street-level impact, according to Doris Leung, brand manager, LF Asia.

The campaign is supported by print and an online photo competition that invites consumers to send snapshots of their ‘refreshing moments’ and offers a chance to win Cathay Pacific tickets to London during the Olympics as an incentive.

 

Reported in May last year, Adidas has launched its iButterfly iPhone app in a Hong Kong campaign. Following the butterflies' allocation across town through an interactive map, iPhone users can turn their phones into a portable net and 'catch' different butterflies through augmented reality (AR), motion sensor and GPS technologies.