To leverage adidas’ long-standing association with sporting excellence and to strengthen its leadership position, the ‘888’ campaign was created to run in the period leading up to the ultimate sporting event, the 2008 Beijing Olympics.
Given the restrictions in using the Olympics sponsorship properties, iris looked at the market to develop the strategic insight and create the Beijing 888 retail campaign. The number ‘888’ was inspired by the commencement date of the Beijing Olympics and carries with it connotations of prosperity and luck all across Asia.
This campaign is designed to get consumers closer to the Olympics experience by encouraging them to show their support for their countries through wearing adidas Olympic apparel. As a reward, consumers also stood to win a trip to Beijing to attend the Olympic Games.