Adidas created a very clever way to promote the Adicolor series. they did this by pin pointing their target market, finding what they loved to do, and finding a way to be part of it. The kids in berlin love to graffiti, and is widely accepted in the city. So first they put up blank billboards that had their logo and a quote at the bottom. This blank canvas was certain to draw in their target customers to spray-can their artwork onto the boards. After the billboards were filled with drawings that put another billboard over the top. This time the second billboard had a shoe cut out which reviled the graffiti underneath.
This was a very innovated way of advertising as the campaign was interactive with their target audience and low budget!
Ashleigh Haughton
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