A new digitally led campaign called ‘It’s On You’ from Adidas India aims to persuade non-runners to start – particularly women who haven’t run before.
But instead of concentrating on emotionally and functionally compelling reasons to start running (eg health and wellness, or peace of mind and sleep benefits), the wwork is based on the belief that nobody and no brand can make you run, unless you yourself want to start running.
The copy reads: “There are a million reasons to run, and more to not. Ultimately #ITSONYOU”.
At the heart of the German sportswear giant’s new campaign is a central online film focusing on ‘running for non-runners’.
The initiative is further amplified across the brand’s digital and social channels (linked by the campaign’s #ITSONYOU hashtag), as well as through on-ground work too.
#ITSONYOU Who will win? Your determination or Laziness? pic.twitter.com/CFEzOYC5id
— Pinto Mandal (@pints_15) November 27, 2017
The film was created in tandem with agency Isobar India (which handles much of Adidas’s digital work in the region), with the spot shot by Taj Ali Naqvi and produced through Orange Candy Productions.
The goal is to make women realise that it isn’t external motivations that will drive them, but internal ones.
“#ItsOnYou is a thought that echoes an urban dilemma – the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Of the fact that if we’re to achieve something for ourselves, everything to make it happen – is ultimately, within,” explained Adidas Running’s Inida unit head Sunil Gupta.
“Through the film, we set out to showcase some of the thoughts people might have at the ‘moment of truth’ – that metaphorical wake-up call which may spur us into action or lull us into accepting another excuse. Through real people and their very real stories, we hope this message reaches women across strata, geographies and professions – that their run, their energy, is in their own hands. The team at Isobar captured this thought beautifully.”
Anish Varghese, Isobar India’s creative director, added :”With today’s busy lifestyles, it’s getting easier for people to find excuses. This is an attempt to make people realize that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end, the onus is on you to get up and go for that run.”
Comment:
In the past, most sportswear brands have traditionally tried to target new consumer segments with powerful emotional communication fuelled by motivation and persuasion.
But Adidas’ idea is something of a counter-intuitive concept.
And all the better for it.
And it’s not just the Activative team that thinks so.
Thus far, the core video has notched up 2.5m+ views.
It’s a case of New Year, new (women) runners.
Links:
Adidas India
https://www.youtube.com/channel/UC-oUOce66yVvQsU7VlcD_Fg/featured
Isobar India
