adidas: 2021 Spring/Summer Brand Day & Sell-In
Every six months, adidas Malaysia invites its local business partners to a private preview of the upcoming season's intro, at the same time showcase the brand's achievements to date and a sneak peak of the to-be released collections.
With the onset of the COVID-19 pandemic that brought about the Conditional Movement Control (CMCO) and limited on-ground activations, the brand seeked to ensure the Brand Day still goes on as scheduled in spite of the physical limitations of hosting events.
Having managed past Brand Day activations, we aspired to bring the event to a virtual platform. Two weeks before the event, we sent the login link to the attendees so that they can join the event remotely.
Our team managed and coordinated the entire flow of the virtual session, which includes setting up the overall equipment, preparing the spokesperson prior to their respective presentations, and ensuring smooth transitions between itineraries.
Videos produced by adidas Global that related to plastic waste, recycled products, women empowerment were played in the session to highlight the important goals of the brand. A Q&A session was conducted to maintain the interactive element between the brand and attendees.
In spite of the limitations, we managed to achieve more than 80% attendance rate from all of adidas' partners, similar to the rate achieved from previous Brand Days which were done physically.
Overall 1,000 units of products including apparels, shoes, and accessories were featured, with 192 partners engaged over the course of 6 days.
Partners were able to understand the products and their features, as well as place orders on time after the session.
