adidas ALPHAEDGE 4D 11月营销方案 SUPPORTING PLAN

NOVALPHAEDGE4D NOV Creative NOVALPHAEDGE4D WIP 我们活在3D空间渴望触摸4D未来 用矢量测算未知的距离不如亲自踏进去 现在与未来之间 只缺一双AlphaEdge4D还有你 NOV ChineseTagline WIP NOVALPHAEDGE4D 穿梭矢量未来 NOV Interpretation NOVALPHAEDGE4D WIP 穿梭矢量未来 3 3科技演进一大步 你的未来体验第一步 4 4未来在脚下实现 : 4: NOVALPHAEDGE4D WIP NOV SeedingBoxDesign 纸质鞋盒四面纹理 打开亚克力模版massage嵌入在上方 NOVALPHAEDGE4D WIP NOV InvitationCardDesign INVITATIONCARD 热感应纸张效 手果捂热后纸张 NOV KeyChallenges - 4 - - 4- WIP NOVALPHAEDGE4D 4 NOV CommunicationChannelObservation WIP NOVALPHAEDGE4D NOV Pre-sale Event Amplify NOVALPHAEDGE4DACTIVITYROADMAP WIP OCT24-NOV11 OCT24-31 (TMALLMEMBERPAGE) FUTUREISCOMING NOV1-10 (TMALLMEMBERPAGE) ACTUALIMAGEDISPLAY SiGglonbalutopcofnofirrmafindailCimLagUeBGainthechancetoown!! TEASING NOV9 SOCIALMEDIAPRE-HEAT:REVOLUTIONARYCREATION PRBUZZRELEASE NOV11 : ACTUALIMAGEDISPLAY Globaltoconfirmfinal TMALLimage 20PAIRSALE ! (DOWN-PAYCANNOTBEEXECUTEDONTMTHAISLLDAPYL)ATFORM +STORECOUPON APPLIED=RMB160 RPV:RMB2,4991111PRICE:RMB2,339 TMALLPRE-ORDER NOV13AM ACTUALIMAGEDISPLAY TMALL Globaltoconfirmfinalimage PRE-LAUNCH500PAIRS (RMB100DEPOSIT) *TMALLHOMEPAGEEXPOSURE TMALLPRE-ORDER NOV13PM RESERVATIONFOROFFLINESTORE (ALLOCATEDAROUND80STORES) O2OREGISTRATION NOV16 CRMNOTIFYO2OWINNER CONFIRM NOV16 EDUCATE&EXCITE EVENT NOV17 -IN-STOREPICKUP -ECOMREGULARLAUNCH LAUNCH WIP NOV NOVALPHAEDGE4D CommunicationsSchedule TEASER EVENTAMPLIFICATION NJESTORE TBC 4 11.0 9 MESSAGE 4 11.1 2 4 2 11.1 3 4 11.1 4 4 4 11.1 6 4 11.1 7 4 PR SOCIAL - etc. EVENT WIP NOVNOVALPHAEDGE4D Activation Seehowcreativityandcuriosityhelpustoshapeourfutureinwaysbigandsmall. 4Whatifsneakersarealive? WITNESSWONDER FW18HYPEPRODUCTSUPPORTINGPLAN–AlphaEdge4D PinnacleSeeding :5000000 :300000 彭于晏张钧甯宁泽涛 惠若琪谢震业 FlightClubKidultyHYPEBEAST周一文孙稚鹏怕肥 1626ULSUMSIZE尺码 邹子阿貌Sam 余文乐林俊杰王嘉尔 鹿晗迪丽热巴萧敬腾etc. 康斯坦丁科技匠 NOVALPHAEDGE4D NOV Pre-Heat–11.09~11.12 WIP Purpose: Torelease“EmptyBox”asteaserandtellthestoryof“StepintotheFuturewith4D”,motivateconsumertopre-order4DproductonT-mallandOTO KeyMessage: •(11.09-11.11)Emptybox-thefutureisnear,let’sstepintothefuturewith4D;Pre-orderonT-mall •(11.12-11.13)OTO:Don’tmissyouropportunitytopre-orderthroughOTOandgetitoffline Est.Impression:1,500,000Est.MediaValue:100,000Est.Cost:30,000 Sneakerhead SneakerKOLsormediapartnerswhohaverichinsightandknowledgeaboutfootwearandalsointerestedin3Dprinttechnology.ExposurePlaform:Weibo/WeChatmoment FlightClub Kidulty HYPEBEAST 周一文 孙稚鹏 怕肥 1626 ULSUM SIZE 邹子 阿貌 Sam NOVALPHAEDGE4D TOIMAGINEYOUR4DFUTURE 如果拥有4D世界会变成怎么样 WIP 4 Purpose: •Tocommunicatewith“Whatis4D”withwell-displayed4Dproduct •Createtheemotionallinkbetween4Dproductandconsumer •Toraisingthepurchasingopportunity KeyMessage: •What’sthefuturelooklikewithadidas4D? NOV Pre-Heat–11.13 科技美学 国内知名电子产品测评机构科技美学创始人 Followers:880,000 Avg.Viewer:100,000 Avg.Interaction:200 Cost:29,100 康斯坦丁 互联网资讯博主，知名IT评论人，关注各类IT资讯，并撰写测评、分析类文章 Followers:2,600,000 Avg.Interaction:1,000Est.Cost:12,500(WeiboPost) 科技匠 数码产品类博主，多关注于各类电子产品 Followers:530,000 Avg.Interaction:300Est.Cost:2,500(Weibo Post*) Est.Impression:4,010,000Est.MediaValue:84,900Est.Cost:44,100 WIP NOV Purpose: NOVALPHAEDGE4D Pre-Heat11.14-16 •Tocommunicatehowhypeandexclusive4D •Toraiseconsumers’interestandenthusiasm KeyMessage: •AlphaEdge4Dismadeforyoubasedondataadidas4Dtechnology,willmakeyourselfuniqueandgoodinstyle Camelia山茶花 知名时尚、生活方式账号，分享优质生活方式内容 Avg.Pageview:20,000(2ndPost) Cost:65,000 1626 新鲜的潮流，流行的玩乐，有趣的创意，有态度的生活！ Avg.Pageview:80,000(HeroPost) Cost:80,000 Mr星博 一个有生活态度的订阅号！ Avg.Pageview:100,000(HeroPost) Cost:62,000 Est.Impression:200,000 Est.MediaValue:313,000 NOVALPHAEDGE4D NOV Newswire–11.14 story WIP Leverageadvertorial/free-pitchmediaandKOLseedingtogenerateproductfeature etc. _ 1 100000 2 22000 3 7 15000 4 20000 5 1626 20000 6 20700 7 30000 8 15000 Est.Impression:1,500,000Est.MediaValue:300,000 NOVALPHAEDGE4D WIP NOV RunofShow TheeventwillbecomeamediatourescortedbyPRcrews.Theguidewilltakeasmallgroupofmedia/KOLsthroughout4different"stations"oftheexperience.Thespeakersonthestationswillexplaintheproductstoriesanditsinteractions. TimeActivitySpokesmanArea 15minsMedia&GuestsSign PRcrewEntrance 10mins4Ddata&designsharing 10mins4Ddesignprocesssharing 10minsCarbontechnologysharing JacquesPerrault,SeniorDigitalCreatorFuture,adidas BlayneHettinga,DirectorSportScience,adidas 15mins SocialExperience PRcrew Interactionarea ShanonFernandez,HeadofMarketing,Carbon Data&DesignScanner Designmodelstable CarbonPrinter NOVALPHAEDGE4D WIP TOPIC:DATADRIVENDESIGN AtalkbetweentechmacrospeakerandCarbonrepresentative •Talkpoint:Illustratehowdatalatticestructure GUEST BlayneHettinga,DirectorSportScience,adidas -sportsscientistcoveringdatainputandathleteinvolvement JacquesPerrault,SeniorDigitalCreatorFuture, NOV EventWorkshop–DataDrivenDesign enablesControlledEnergyandhowthematerialsandconstructionreactandadapttoabiggerscalecommercialoffermovementandtransferofenergy;imaginewhatthe“4Dfuture”lookslikeandhig