Generate earned media for a commercial product is always a challenge, but when the same product is launched to the media 4 months before and the only new element to communicate is color, the challenge is even bigger.

The client wanted to communicate the new colors without losing the technical advantages of the product, designed with an energy-returning boost, rather than focusing on a fashion statement.

We took over one of Bogota’s most important icons, La Torre Colpatria, the tallest building in the city.

A brand had never done anything like this before due to the advertising restrictions, but since the approach was from a PR perspective we managed to do it.

Engineers linked 4 treadmills located in the building's heliport with the LED lights of the building's facade. Runners (journalist, ambassadors and super runners), generated energy by running and completing kilometers. The energy generated lit up the Building's facade with the colors of the new adidas BOOST. As they completed the challenge, the whole building got illuminated.

This entry is appropriate to PR because it was an activity designed only for media and influencers giving them an experience they had never lived before with the objective to generate earned media.

Running at an altitude of 2,792mts, they experienced first hand the product, the key PR messages, its technology and brought to life the new product color. The content of the publications carried all of the client's objectives. The activity reached more than 3.7 million people through earned media publications.

Adidas first request was to present 13 new colours, which was easier to communicate. We thought about a huge runway with brand ambassadors... Then, adidas regional asked us to focus on the shoes technology because only two new colours were gonna be introduced. This is where we thought about the tower. The fist step was to get all the permits and talk to the outsourcing company that manages the tower LED system to see if it was possible to connect them to treadmills and if it can be done with the budget we had for the activity. When all of this was cleared, we made color proofs on the tower. We started mounting at 6am the day of the event, technicians installed the treadmills to the light system, we organised backings and billboards, a branded room for press conference, and a lounge room to receive guests.

Adidas global gave Colombia´s activity the mention for ´Best Practice´on the launching of the new boost colours. We manage to broadcast and get visibility on the key messages: New technology, revolutionary footwear, energy return, official running shoe for Bogota´s Half Marathon (MMB). We got 328% Return on investment, based on media publications, impacting 3.718.598 colombians. The mentions from adidas ambassadors and journalist personal account son social and traditional media were 100% positive and generated 1.121.457 impressions.