Ozworld is a fashion brand from adidas targeted at the 15-35 that saw a complete rebranding during 2022 with a focus on cutting edge experiences to drive cultural relevance.
For Ozworld’s new launch, we set out to craft and deliver a first of its kind 1-month Metaverse gamified experience bridging the gap between physical and digital worlds. The experience was targeted at the 15-35 who are the crossroads of tech and influential sneakerheads.
A dedicated website, where users could create their unique Ozworld digital avatar featuring 5 heads, 5 torsos, 5 legs, 3 shoes, 60 colors, 20 patterns & materials and Ozworld’s new sneakers resulting in a whopping 8 billion possible combinations
Users’ newly created avatars powered a plethora of experiences:
To drive hype and increase engagement, we created an innovative integration leveraging the power of DOOH where top-voted avatars were dynamically promoted across 175 Belgian displays. The animated DOOH ads featured the user’s avatar, nickname and a QR-Code CTA that linked to the avatar’s dedicated profile page. At any moment, users could see how many times as well as the last location their avatars were displayed
To further conquer Social Media, we partnered with 5 key Belgian Instagram influencers with a combined 310k following who created unique avatars to promote the campaign across stories & posts
The experience was a great success with more than 5.2m impressions reaching over 3.6m contacts through DOOH and 1.2m uniques across Social Media, with Social Media content driving a very high 5.7% engagement rate (likes/comments/saves/shares).
Our high-impact and smooth digital experience drove 6.8% conversion rate from visits to avatar creation, with avatars gathering more than 50k votes.
