Adidas Hong Kong offers “snow” experience
Adidas Hong Kong went beyond cool by using virtual-reality technology in a fitting room at its flagship store in Causeway Bay.
In a promotion for its Climaheat jackets, the brand gave customers the chance to experience how effective the clothing is in snow. Customers were challenged to complete a simulated training run while exposed to weather special effects through temperature control and AV stimulation.
Adidas Hong Kong senior brand director Rachel Howard says the initiative aimed to bring fun to the fitting-room experience, as well as let customers feel the product benefits first-hand.
Hong Kong’s weather at this time of year is usually not cold enough for people to immediately decide to buy winter wear, says GM Jan Cho of creative agency TBWA Hong Kong, which put together the immersive experience so customers could try the product “in the right context”.
During the week of the campaign more than 800 people tried the VR experience.