(8390258) Hui Chin Wang
Hi today I am going to talk about the campaign of Adidas. Firstly I will simply describe the background. Then I will talk about the target audience that Adidas aims. After that it's the part of campaign analysis. So let's talk about the background first.
Adidas, founded in 1949 by Adofl Dassler, is a sports apparel manufacturing company. Starting with athletic footwear such as running shoes and soccer shoes, they currently manufacture a wide range of products such as bags, watches, shirts and accessories. While its competitors Nike has pure sports offering with technical proposition such as "pulse rate calculation" and Puma provides fashion offering, but Adidas is a combination of both. So let's move to the target market. Adidas aims and promote their products to consumers aged-ranged from 10 to 30 years old because at this age they are very active in sports such as soccer, tennis and other sports. Adidas brand comprises two divisions that reflect two distinct market segments -- Sport Performance and Sport Style. Its product and marketing initiatives primarily focus on "five global priorities, which are running, football, basketball, training and Originals. Its Sport Style division was launched to offer sports fashion products to "fashion-forward" consumers. Adidas is at its zenith, with shoes and clothing worn by footballers, sports fans and followers of fashions alike.
Adidas' mission is to be the leading sports brand in the world. The company has established itself in the FIFA World Cup. To celebrate the coming 2014 FIFA World Cup, Adidas has launched many World Cup campaigns; one of the creative one is Adidas hit the streets of Sydney and Melbourne, and they inviting Australian to try the Brazuca ball by themselves. The purpose of the campaign is to promote the "Brazuca", "Brazuca is the official match ball of the 2014 FIFA World Cup. And in the campaign, the staff put the Brazuca in front of the gate, if someone kicks the ball, the person can keep the ball. But if you touch the ball, you will get the red card and off.
Adidas used generic strategies in the campaign. Firstly, this campaign tends to promote the "football" but not the brand itself. The goal of the generic message is to make the brand synonymous with the product category. They use this strategy, so when consumers think about "football", it will easily for them to make connection with Adidas. The campaign also used some emotion strategy but I think they can emphasis on this part. Although in the campaign we can see some people's emotion, but it's not really clear. That's why I recommend them to emphasis on participants' emotion. Many emotions can be connected to products, including trust, reliability, happiness, passion and so on. And emotions and feelings also affect consumers' buying decision. There is another recommendation; the campaign could apply authoritative strategy as well. In this campaign, Adidas have asked some football players to try the "Brazuca" first. They could have those players who tried the Brazuka to state the particular advantages of the brand and product. By using this strategy could make the product superior if compare with other competitors. However, Adidas still did a great job, they know who their target audience are and how to capture consumers' attention. In this campaign, Adidas indeed successfully gain consumers' attention by applying creativity idea, and special impression.
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