Adidas Originals in Australia are running this sweet brand gesture campaign – Win the Window – which blows the concept of window shopping through the roof.
Win the Window gives customers the chance to win the contents of a merchandised window from an Originals Concept Store – we’re talking retro boom-boxes, seventies furniture, gadgets, games, and hard to find records and of course loads of Originals product. What I like about this brand gesture is the direct connection between the brand image (store window design) and driving customers into store to buy. Nothing pulls quite as strong as knowing someone’s going to win the loot – so it might as well be you.
The brand promotion’s happening at Pitt St & QVB stores in Sydney, Chadvegas in Melbourne, Rundle Mall in Adelaide and the Cavill Ave store on the Gold Coast. For more info hit the adidas site here. If you win it, you owe me that retro adidas striped top on the right.
Dave Ansett, Brandamentalist
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Brand Designer & Window Shopper
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Win the Window certainly is a simply yet effective brand gesture. More traffic through the store means more sales. Nice one.
Thanks Tim, where I think the smarts is – is in the visual merchandising design. The concept isn’t nearly so powerful a piece of brand communications with a plain-old window filled with mannequins and stock – it’s the treasure trove of unique and aspirational 70’s gear in the window that is both ‘0n-brand’ for originals and where the magic is for the customers.
Great way to claim their heritage!
Thanks Reg. One thing adidas do really well is claim their heritage as you point-out, whilst remaining relevant and current. That’s got to be a tricky balancing act, and one made possible by the ongoing retro-cool of the 70’s. The challenge for adidas will be when the 70’s era goes on the nose as it may-well at some point – how do they re-frame their heritage then?
Hi Dave, what a simple idea from the adidas brand. How effective do you think this would be if other retailers employed the same tactic?
What a great example of a unique brand gesture. As you mentioned, its a clever brand execution of the window design while also attracting customers into the store. The retro adidas striped top is yours if I win!
Thanks Rach, I’m a medium.
What a fantastic brand gesture by adidas David, give me that beat box (ghetto blaster if you like) any day of the week!
Domma, adidas continues to be an active brand communications brand, they don’t always hit it out of the park, but they always seem to be up to something.