Advertising

Practice &
Management
Presented By:
Manish Singh

Free template from www.brainybetty.com

Free template from www.brainybetty.com

 Brand: Adidas
Company: Adidas Salomon AG
(Germany)
Ad agency:180 (Amsterdam) and
TBWA (San Francisco)

Genesis of the campaign

The U.S sports apparel market has always been a happy hunting
ground for domestic players like Nike, Reebok and New Balance.
Adidas, for many years has been tagged as the also ran athletic
footwear company. Problems started brewing up when in 2003, first 3
quarter sales dipped by 16%.
In 2004 Adidas Salomon AG introduced a $50 million advertising
campaignthe largest ever undertaken by the companythat
included television, print, and Internet ads.
With Impossible is Nothing campaign, Adidas wanted to extend their
philosophy of forever sport to a personal level by encouraging
everyone to overcome their personal challenges that seem
impossible.
The intent of the print and outdoor campaign is to put the Adidas
Impossible is Nothing mantra into peoples hands. It actually lets
consumers discover the campaign piece by piece.
The campaign, brilliantly conceived and flawlessly executed by 180
and TBWA, was successful in communicating a universal messagenothing, if ever attempted, is impossible.
The campaign resonated in the minds of target audience, was envied
by competitors and got many accolades at various advertisement
competitions including the coveted Cannes International Advertising
Festival awards.
6

Rationale
Change and Reshape Consumer
perception.
Position as Most Inspirational
Sports Brand.

Advertising Objectives
To gain an edge over the competition (Nike
led U.S market at 37% share in 2003) by:
Tapping commercial opportunities and
unlocking brand value through sports which
are relevant in American context.
To reach American consumers- 12-24 yrs
bracket and increase market share-U.S.
To reenergize its business in the United States
by:
Positioning Adidas as the most inspirational
and motivational sports apparel and
footwear brand.
Promoting brand Adidas through prolific
consumer participation.
8

Target Audience
12-34 yrs old involved in sports

Media Vehicle

Television
Internet
Outdoor
Print

10

Persuasion techniques used to

achieve objectives:

T.V commercialsFear, guilt and insecurity: 22 professional sport stars and athletes
from diverse sports share pivotal and not pinnacle moments of their
lives with the target audience. Audience get a glimpse of the struggle
and impediments these athletes went through and how they came
out of them triumphant. These revelations are truly inspiring for any
one tuned into the commercial and not just for the aspiring athletes.
E.g. are Jonah Lomu and Laila Ali commercials.
Memory and action: A common yet distinct thread of consistent style,
content and execution runs through all IIN commercials that spurs
familiarity between audience and the brand.
Narrative: The campaign, through stories of real people attempting
and achieving what once seemed like impossible goals, hopes to
inspire people to think about their own obstacles and how to
overcome them. The idea is that the attempt is worth the effort and
Adidas wants to be the shirt or the shoes or the equipment that the
consumer has on when attempting the impossible regardless of the
outcome

11

Event management/ sponsorship

organized
Official sponsor of FIFA World Cup 2006
Official sponsor of Olympics 2004
Official kit sponsor of Europes heavyweight
professional football clubs such as Real Madrid
(Spain), A.C Milan (Italy), Liverpool(England)
and Bayern Munich (Germany).
Main sponsor of New Zealands national rugby
team The All Blacks
Official kit sponsor of Argentinas national
rugby team.
Main and official kit sponsor of Australian
national cricket team and Englands cricket
team.
Sponsored London Marathon
Summer Olympics China 2008
12

Results
Most liked and involving campaign over
campaign period when all competitors
were active.
Only brand or one of first consideration
brand5% increase
Definitely my kind of brand -3%
increase
Amongst 12-24 years old Adidas
outperformed Nike and Puma by
increasing sales share by 20% Vs Same
Period/Previous Year.
13

 14% increase in brand rating by

gamers.
90% increase in brand message recall by
gamers who saw in game advertisement while
playing game.
Gamers that saw Adidas advertisements while
playing games rated the brand 71% higher on
key brand attributes.

14

Idea
TVC Ad
Scene :Tour de France race going on and all cyclists
on the ride for uphill. Slow is the go for all of them.
All of sudden, a bright young man enters the scene
from nowhere. Every cyclist looks at his bicycle. All
of them start going backwards in shock and awe.
The young man moves on the top of the uphill,
stops there and announces: Look up, dont move
back..I am not here to compete, the passion that
drives you is possession that I own. It cant be
clocked on scale of time...I own Adidas Sports
Where Passion is ride not a scale..

15

 Radio Ad:
Passion cant be clocked on the
scale of time..
Unbuttoning the scale that
drives it...
Introducing Adidas Sports--Where Passion is a Ride !

16

Target Audience

12-34 yrs old involved in sports

The reason behind this TA is :
Young
Energetic
Enthusiastic
Willing

17

Advertising Strategy
To generate awareness
To fiercely drive the loyalty of
consumers
To aid the company in its efforts
to carry their advertising
message out into the market,
both through its purchasing
actions and its testimonials on
behalf of the product or service.
18

Creative Strategy
Posters of Adidas to be given
free with magazines,newspapers
Sale of Key Rings, Stickers etc.
form Adidas Merchandise

Free template from www.brainybetty.com

19

Media Strategy
A widespread and viral campaign
to be unleashed through various
channels of advertising.

20

Media Selection
Primarily newspapers (both weekly and
daily) and magazines.
Radio
TV Advertisement
Outdoor advertisingBillboards,
advertisements on public transportation
(cabs, buses).
Internet (Especially Social Networking
Sites)

Free template from www.brainybetty.com

21

Thank You!

22