The campaign was split into three trigger categories to engage, attract and convert messages. The engage messaging was city-specific, letting the viewer know that the MYSHELTER jacket can defy the elements in your city. The attract messages were triggered depending on the type of rain forecast. These time-based creatives gave the passer-by a heads-up of what type of rain to expect. Finally, the convert messaging was product-based, showing the jacket, along with a call-to-action highlighting the protection it provides. This well thought out structure enabled adidas to give its audience the where, why and how this product benefits them.
