Adidas took advantage of the Copenhagen Fashion Week by launching a new store in Pilestraede. They filled the fountain pool at Enhave Plads with small blue rubber ducks. On the side of the ducks reads: 'I've swum too far - help me get back home!' On the bottom it says 'Reward for my return at adidas Original store'. Customers who followed this message by taking the duck to the store received a free t-shirt (and were allowed to keep the duck).
People love rewards - especially free ones. This campaign features an intruiging and humorous call to action that encourages people to become actively involved with the Adidas brand. Such a campaign is also certain to create a 'buzz' through word of mouth.
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