Transcript adidas conceptual logo here

THE BRAND IN THE HAND
Arsalan Ahmed Ansari
Asad Ali
Zohaib Akram
adidas
 Founded in 1920 by Adolf Dassler
in Germany.
 Post WWII: German soccer team’s official sponsor.
 Moved into “fringe sports”
 High-jumping
 Weight-lifting
 1974: Germany won World Cup soccer championship.
 1998: Focus grew in the US market – basketball.
Impossible is Nothing…
Fun Fact
The creators of Adidas and Puma
were brothers!!!
Competition – 2003
 Nike
 60% share in the US basketball segment.
 Collaboration with Michael Jordan.
 Sponsoring Manchester United.
 Spent $1.4 billion in advertising.
 Reebok
 15% share in the US basketball segment.
Media
 Adidas continued to use TV marketing to a great
extent.
 Shift in the market: television  digital media.
 Foreseen by the Global Media Group.
 By 2005, adidas spent 15-25% of its marketing budget on
new media.
 Not “walking away” from the TV; testing new media.
Breaking through the clutter
 2002: Special billboard for soccer World Cup in
Japan.
 2003: Living billboard in Japan.
 2004: Yahoo! Homepage takeover featuring Laila Ali
(daughter of boxer Muhammad Ali) in a campaign
titled “Impossible is Nothing”.
Impossible is Nothing
 Visitors redirected to online retail front
“Finishline.com”
 crashed halfway during the day due to overwhelming
traffic.
 Average user viewed 22 seconds of the 30-second
clip.
 Sold several 1000s of pair of shoes.
 5 million downloads.
Moving beyond text messages...
 2002 Sweden.
 Campaign: Colours
 Used simple banners and wallpapers, users could click on
an icon to download to their phones adidas logo
wallpapers.
 Advertised the ringtones on TV for 10 days.
 600,000 downloads!
 The beginning of a long mobile marketing advertising
chain!
...into video games
 Java game applet designed: arcade-style soccer.
 Trick Play
 Free kicks
 Penalties
 Download fee: €1.99
 Vodafone Live subscribers could post/exchange
scores.
Learning from the market
 Adidas experimented with SMS marketing in Korea.
 They learnt that spamming is perceived negatively.
 Came out with “opt-in” policy.
 “Mobinil Ads”: driving football to new flagship
adidas Originals store.
 5 million downloads.
adidas® Originals
 “Mobinil Ads”: driving football to new flagship
adidas Originals store.
 Campaign started Wednesday mid-day:
 expected to drive the buzz during Thursday & Friday – and
drive up weekend purchases.
 Targeted early adopters in Cairo:
 35% response rate.
 15-24year olds had 98% better response rate than >30.
 Females responded 23% higher than males.
Personal Mobile Gateway
 Adidas divided content into three tiers:
 Free
 Cost-plus
 Fee-based
 Nike charged users for all content.
 “Should marketing content be sold?”
Global brands v. regional preferences
 Europe: the test bed for launching into N. America.
 Americans: targeted basketball.
 Canadians: targeted hockey.
 Adidas partnered with MTV integrating with music.
Road to Lisbon
 UEFA 2004:
 Largest sporting event held in Portugal.
 1 million event tickets sold in 100 nations.
 Adidas-licensed sale of jerseys surpassed 2.5 million units!
 R2L campaign: featuring 13 greatest football players
traveling to Lisbon on motorized scooters.
 Greece, sponsored by adidas, won the Championship in a
major upset in European football history.
R2L Mobile
 An interactive Java ticker applet was designed.
 Could be downloaded to 2.5G enabled handsets.
 Fee: €5.00 for 2 months of use, billed to the operator.
 Connected with 3rd party information provided to feed
scores and other information. Revenue went to IS provider.
30,000 subscribers expected v. 63,000 subscribers actual
Match Centre!
 Provided up-to-date regional league scored for
Italian, French, German, Spanish and English
leagues.
 By clicking on banner ads, users were taken to a page
where they would enter a text code in their phone.
 Then a download link was sent to the phone.
 Associated fees charged to the user’s bill.
 Popular amongst the youth.
The Road Ahead...
 Urban Cool
 Basketball
 Hip-Hop Music
 Respect M.E.: The Missy Elliott Campaign
 Adidas-branded wallpapers were sold.
 Initial price: $1.99 a piece
 True tones: $2.99 a piece
Nick Drake: “People generally like to show their
friends what’s coming and what’s new.”
Yahoo! Takeover
Nike Mobile Downloads
Europe: mobile penetration
“Flaschenpost”by Coca Cola
adidas Match Centre
U.K. Soccer Website with Adidas
Match Centre Advertisement
Respect M.E.
Adidas will have to keep moving if they
want to reach younger people who wait at
the corner, playing with the keypads on
their mobile phones.