SLEEP
— Vince Lombardi It’s become clear that the quality and quantity of sleep obtained by elite athletes can be the edge between winning and losing on game-day.
A PRODUCT THAT PROVIDES CONSUMERS WITH THE PERFECT SLEEP, SENDING THEM INTO A STATE OF MEDITATION and RELAXATION.WHILST KEEPING THEM HYDRATED AND ULTIMITLEY PERFORMING THEIR PERFORMANCE ABILITIES #ADIDASLEEP #
HYDRATION
GETTING AN ATHLETE READY CONDITIONING
NUTRITION
MENTAL PREPARATION
BENEFITS: Five areas sleep has the greatest impact on athletic performance 1. IMPROVED REACTION TIMES 2. REDUCED INJURY RATES, IMPROVED OVERALL HEALTH 3. LONGER PLAYING CAREERS 4. BETTER ACCURACY, FASTER SPRINT TIMES 5. FEWER MENTAL ERRORS THE PRODUCT -NIGHT GUARD: To wear when athletes are SLEEPING
Future Development EVERYDAY VR MASK: To wear during the DAY AND NIGHT
WHEN THE PRODUCT WOULD BE USED: When athletes are exercising Jet lag, unfavorable sleeping conditions, and anxiety are amongst the common reasons athleates struggle to rest when competing.
Eye guards, creating complete darkness at night, with a VR, modified screen
- SHORT AMOUNT OF REST TIME - EVERYNIGHT
Adjustable Head / Earpiece - working both placed on the temples and inside the ear Relaxation sounds are played
Essential oils are released helping the athlete to relax, sleep, improve their skin and digestion
OBJECTIVES: -Give Athletes the most effective sleep possible for the whole time they’re asleep -Allowing Athletes to rest whenever is needed MOUTH GUARD: -Releases oxygen -Release tastes -Monitors the athletes breathing, sleeping patterns and energy levels
*SEE AROMTHEROPHY SCENT SHEET*
CELEBRITY ATHLETES: HIGH PERFORMING ATHLETES: AdDIDAS CONSUMERS: EVERYDAY CONSUMERS:
COMMITED DETERMINED POWERFUL HIGH ACHIVER ACTIVE PRODUCTIVE BUSY COMPETATIVE CREATIVE STRONG MINDED AMBISHIOUS STRONG
*SEE CAMPAIGN ROLL OUT PLAN SHEET*
WGSN REPORTS
TELLING A STORY / INVOLVING CONSUMERS IN A STORY
FIRST VIDEO DROPPED: Snippets of lots of different sports together (close up shoes of the athlete) (sounds of heavy breathing) END: Athlete rolling over in bed with mask on (sound of deep breathing) BREATHE LIFE
30 second teaser videos FOCUSING ON DIFFERENT SPORTS (1X ATHLETE) Using the product / sleeping with it Day by Day - TRAINING Video gets faster and faster End on Athlete completing their sport powerfully
All promotional videos posted on Adidas’ YouTube
Campaign video and imagery posted on Instagram
-Retweeting celebrities involved in the campaign -Promotional hashtags
RELEASE DATE: June 14, 2018 , date of the next world cup OTHER POTENTIAL RELEASE DATES: 2018 Winter Olympics (Russia) -2018 Winter Paralympics (Pyeongchang) CAMPAIGN CONTENT DURING THE LAUNCH / THROUGHOUT THE WORLD CUP: -Video with England Football team using the masks (on the plane / whilst traveling)
All promotional videos posted on Adidas’ Instagram (regular football related content will be pushed based on the world cup results)
In-store promotion of the product
Online Celebrity Endorsment
Billboards / In store imagery
Improve your performance: VR - adidas
SEE:
Improve your performance: Essential Oils - adidas
SMELL / ESSENTIAL OILS:
TEXT OVER THE IMAGES EXPLAINING THE VIDEO
Improve your performance: Mind - adidas
https://www.youtube.com/watch?v=JKm_pzy-iUM
MIND/ SOUND:
DAYTIME FEATURES COMBINED WITH THE NIGHT: Consumers will wear the product on a daily basis. Providing them with a better, more focused, more productive training ability
FUTURE DEVELOPMENTS: - When sleeping the consumer will be able to remember their memories from that day more vividly -Reliving training whilst sleeping, rememboring techniques - improving whilst you sleep. ULTIMITLEY 1. IMPROVED REACTION TIMES
VR: Monitors your performance -eg. when playing tennis or football it will tells you mph of ball
2. REDUCED INJURY RATES, IMPROVED OVERALL HEALTH 3. LONGER PLAYING CAREERS 4. BETTER ACCURACY, FASTER SPRINT TIMES 5. FEWER MENTAL ERRORS
- Listen to music / The Radio
6. IMPROVING FASTER
- Make calls -Listen to relaxation sounds
- Releases different sents throughout the day, depending on your activity
- Listen to sound which improve your performace levels
- Stops the consumer breathing in any air pollution
COLLABORATE WITH AFTERSHOKZ - helping people with disabilities; the blind https://aftershokz.com/