"No Impossible" &Nbsp; Adidas'S Marketing Strategy (1)

As a sporting goods brand, its life and excellence belong to the outdoors.

When "no impossible" was put forward as the brand spirit of the new era, Adidas began to challenge this ultimate goal.

Through combing

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During the 2008 European Cup, we once again saw Adidas's "impossible" and the outdoor marketing art belonging to ADI brand.

This time, Adidas's advertising ideas are more daring.

In March 2008, when the European Cup was ready to go to war, ADI quietly launched an outdoor marketing campaign called "One Big" in Europe.

The first thing we see is the "impossible embrace" (Impossible Huddle).

At 10 a.m. on June 5, 2008 and 1 days before the start of the European Cup, Adidas released the super large European soccer giant.

At the central station of Zurich, a group of "meet" football player dolls, 11 "soccer players" from nine different countries, 17 meters tall, shoulder side by side and embrace together to form a circle of 33 meters in diameter.

What is even better is that two times a day (8 a.m. and 6 p.m), these dolls will greet each other in their own language and cheer on each other.

These players are Barack and Rahm (Germany), Van Persie (Holland), Cech (Czech Republic), Charisteas (Greece), David Villa (Spain), Benzema and Benzema (France), Romania (Romania), Austria (Austria) and Switzerland (Switzerland).

In order to make these dolls, more than 50 professional craftsmen worked night and day for a year.

The second amazing thing is the Impossible Goalkeeper.

Vienna is also the eye catching city of Adidas's European scene, because they own a 43 meter tall Peter Cech (Petr Cech) doll, Adidas's admirable depiction of Peter Cech's heroic posture - the doll's eight arms grab a huge ferris wheel and rotate at 360 degrees.

As one of the most outstanding goalkeepers in the world, Cech is worthy of such a distinction.

In Vienna, Adidas also exhibited its third scene, the "Impossible Delivery".

Adidas finished with its products, which is the best performance art exhibition in 08.

Adidas is selecting the most representative 16 stars for its sponsorship team, and has designed 16 pairs of football shoes like car size. Each pair of shoes is individually designed with its own unique material, texture and color.

The same type of shoes will be worn by these athletes to compete in all competitions.

Obviously, Adidas is a smart brand. It always takes account of the commercial and artistic attributes of advertising, and gains the greatest benefit in the two party pformation.

The artistic outdoor promotion of the European Cup shows Adidas's increasingly mature marketing concept, namely, emotional experience marketing.

As Adidas's creative director of advertising said, "the center of Adidas advertising is to put life first, highlight emotional value, and focus on shaping the intimate relationship between brand and life.

Adidas is moving from selling sports products to selling life.

In 2004, ADI's TV advertisement "entering Lisbon" was regarded as the beginning of this idea. The 08 year's outdoor sculpture art movement is another wonderful interpretation of this new marketing concept.

In the impossible embrace, we saw the installation art with the avant-garde art concept.

Each star's facial expression is very delicate and lifelike, so that their Fans can recognize their idols far away and happily go forward to take photos.

Obviously, the existence of these sculptures breaks the familiar public environment, but it does not rigidly destroy the original sense of order of the railway station, but integrates the popular sketches into the landscape, which adds a little fun to the public.

In people's amazed, watching and touching, ADI has entered the hearts of consumers.

"The impossible goalkeeper" is very easy to remind us of the idiom of "one husband can't stand at all."

When Adidas has never seen the rotation of the goalkeepers' Cech's expertise and ferris wheel, the mystery is amazing.

This work not only allows ADI to effectively integrate into public entertainment, but also very easily accepted by young people.

As a grand sight and miracle of commercial movement, ADI did "do it" in shocking and exaggerated performances.

"Impossible pmission" is a typical "behavior art".

During the preparation of the European Cup, these eye-catching shoes were carried by ADI's special car, shuttling between the two host countries of Switzerland and Austria, visiting the respective countries of each pair of shoes and visiting the Vienna Museum.

Adidas, well versed in the way of business, numbered these shoes as F50 TUNiT 16 series.

We have reason to believe that these shoes will become the craziest pursuit of fans in Europe after the European Cup is over.

As Milan Kundera said, "advertisement, it pforms simple articles in life into poetry. Everyday things are singing because of it."

During the 08 European Cup, ADI pformed the boring business into a popular art poem.

This effort is enough to be a wonderful event in the annals of history.