Advertising Practice &

Management

Presented By:Manish Singh

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• Brand: Adidas

• Company: Adidas Salomon AG (Germany)

• Ad agency:180 (Amsterdam) and TBWA (San Francisco) 

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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 campaign—the largest ever undertaken by the company—that 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 people’s 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 message- nothing, 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.

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Rationale

• Change and Reshape Consumer perception.

• Position as Most Inspirational Sports Brand.

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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.

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Target Audience

• 12-34 yrs old involved in sports

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Media Vehicle• Television• Internet• Outdoor• Print

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Persuasion techniques used to achieve objectives:

• T.V commercials- • Fear, 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

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Event management/ sponsorship organized

• Official sponsor of FIFA World Cup 2006 • Official sponsor of Olympics 2004 • Official kit sponsor of Europe’s heavyweight

professional football clubs such as Real Madrid (Spain), A.C Milan (Italy), Liverpool(England) and Bayern Munich (Germany). 

• Main sponsor of New Zealand’s national rugby team ‘The All Blacks’

• Official kit sponsor of Argentina’s national rugby team.

• Main and official kit sponsor of Australian national cricket team and England’s cricket team.

• Sponsored London Marathon• Summer Olympics China 2008

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Results• Most liked and involving campaign over

campaign period when all competitors were active.

• Only brand or one of first consideration brand-

5% 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.

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• 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.

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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, don’t move back..I am not here to compete, the passion that drives you is possession that I own. It can’t be clocked on scale of time...I own Adidas Sports —Where Passion is ride not a scale..

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• Radio Ad: Passion can’t be clocked on the

scale of time.. Unbuttoning the scale that

drives it... Introducing Adidas Sports---

Where Passion is a Ride !

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Target Audience

• 12-34 yrs old involved in sports• The reason behind this TA is :• Young• Energetic• Enthusiastic• Willing

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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.

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Creative Strategy

• Posters of Adidas to be given free with magazines,newspapers

• Sale of Key Rings, Stickers etc. form Adidas Merchandise

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Media Strategy

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

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Media Selection

• Primarily newspapers (both weekly and daily) and magazines.

• Radio• TV Advertisement• Outdoor advertising—Billboards,

advertisements on public transportation (cabs, buses).

• Internet (Especially Social Networking Sites)

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Thank You!