Adidas Action 3 campaign to hit London Marathon

Coty has briefed I2I Marketing to create a face-to-face campaign for its Adidas Action 3 antiperspirant at the Flora London Marathon, where Adidas is an official sponsor.

On the day, five Adidas Action 3 teams will be sited at Greenwich, Canary Wharf, Embankment, Tower Bridge and Southwark - some of the busiest spectator areas on the 26.2-mile course.

Dressed in classic black-and-white Adidas apparel, the teams will introduce Adidas Action 3 to the crowds and distribute samples from a branded stock vehicle.

To maximise visibility, team bases will be marked with pop-up banners and the support vehicles emblazoned with Adidas Action 3 branding.

For three days prior to the marathon, I2I will be distributing Adidas Action 3 samples from giant product replicas on a display stand at the official pre-marathon exhibition in London's Expo.

To maximise impact, giant inflatable Action 3 cans will surround the stand and a manned promo bike will be placed at the Expo entrance.

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