A Saudi National Day campaign with adidas built as a social contest: shoppers posted photos or videos of adidas product shot in Saudi Arabia tagging Namshi, adidas and the hashtag, the best entries were reposted, and the most-liked post won SR1,000 in Namshi credit to spend on adidas.
The brief
Young Saudis celebrating National Day, for a homegrown fashion retailer and adidas wanting local style front and centre.
The idea
Shoppers shared shots or clips of adidas gear photographed in Saudi, tagging both brands and #YouthOfTheFuture; Namshi reposted entries and the most-liked won SR1,000 in credit for adidas products.
What to borrow
Letting customers supply the national-day content, with reposts and a likes-based prize, gives a retailer local material it did not have to make.
