"No Impossible" &Nbsp; Adidas Marketing Strategy (Two)

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

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Through combing Adidas's outdoor marketing case, it seems that it has found the secret of "youth reappearance", whether it is the emotional experience strategy of "selling life" or the event marketing strategy that maximizes communication efficiency. It shows unprecedented stability and old ways, and its originality is always amazing.

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"Adidas is the world's leading football brand," Waller, the performance market director, said in a media interview. We not only focus on producing the best football products, but also create exciting football market activities, such as our recent "dare to dream" football market plan (mainly through 12 episodes of film and television advertising, I note) and these amazing spectacular scenes.

Every time outdoors marketing is an event, it has become one of ADI's outdoor strategies.

These events can be a public relations plan, an advertising campaign, or a promotional event, but every outdoor activity will become an excellent event marketing through the creative operation that helps to strengthen the accumulation of brand value.

Chen Yinghui, a senior manager of Adidas Greater China market media, said in an interview with the media: "any media has its own role in the spread of globrand.com. Only when combined with the target consumer group, combined with the goal of media communication, with the corresponding media or corresponding media forms, will the best effect be achieved.

In the current situation, Adidas is very interested in large outdoor areas and some creative outdoors.

It is based on this understanding that we have seen the surprise of the psychological shock and exceeding the limit brought by ADI.

In 2004, in order to win and win the Olympic Games in Athens and enhance its influence in Asia, ADI launched a "100 meter vertical race" campaign with the theme of "IMPoSSIBLE SPRINT" in Hongkong and Osaka at the same time.

On the outer wall of Taigu square on the 40 floor of Hongkong's golden bell, a brick red standard Olympic 100 meter runway is vertically and downward. At the moment when the Athens Olympic torch was lit, the chief executive of Adidas Asia Pacific also fired shots for the first batch of participants.

In this event, there were 40 climbers from different backgrounds and regions, including policemen, engineers, clerks, journalists and students.

After shooting in August 14th, after several rounds of elimination, the world's first upright outdoor 100 metre sprinter was finally born.

A Hongkong player finally won the championship and won a prize of ten thousand dollars.

To this end, the Hongkong media has reported the birth of the world's first upright outdoor 100 metre sprinter.

During the activity, many news media at home and abroad followed the report.

The seemingly impossible thing has become true. The Adidas logo and a "Impossible Is Nothing" on the runway show the theme spirit of the event as well as the Adidas brand.

With the release of the 2006 World Cup, Adidas has planned a series of public relations events.

Before the official announcement of the designated ball was announced, Adidas chose some cities and dropped some unidentified giant boxes to suspense the manufacturing concerns and arouse the curiosity of the media and consumers. When the ball was released in December 10, 2005, Adidas opened the box and a huge football appeared on the street.

In fact, in 2005, Adidas also performed a stunning air reality reality show in Japan. The huge advertising billboard became a small soccer field, and two people were playing football in the air in the air.

During the world cup, Adidas also invested huge sums of money to build an imitation football field that resembles the Olympic Stadium in Berlin with a scale of 1:3 on the lawn between The Empire State Building and prime minister's office in Berlin.

The two big screens will broadcast all 64 games, so that audiences who are not able to meet the finals will be able to immerse themselves in the experience.

Because of this pioneering work, ADI is very popular and widely praised.

In fact, we traced back the public relations strategy of ADI's events in 1974, and we saw this kind of sign that "the language is not amazing."

In 1974, the world cup returned to West Germany.

Before the opening ceremony in Berlin, the staff carried several large Adidas football models into the field, with the same color and style as the world cup.

When fans wondered if this was a publicity campaign for Adidas, the football model slowly opened and the guests and performance bands poured out of it.

This new way of playing suddenly made the scene thunderous.

In addition to a series of public relations events in the 2006 World Cup, we also saw the wisdom of event marketing in ADI outdoor advertising.

In 2006, the sensational events in Germany not only included the world cup, but also the "dome advertising event" of Cologne railway station.

Cologne in the West Bank of the Rhine is a famous city in Germany. It has the famous Cologne Cathedral, the Ludwig Museum and other famous buildings.

Some people say that they haven't been to Germany before Cologne, but Adidas has made this statement even more true. At the entrance of Cologne railway station, a little boy holding a soccer ball is holding up his hand and seems to be introducing something to people.

Along with his hand, you will be surprised to find a world of the largest dome frescoes in Michelangelo's genesis, about 40 meters long and 20 meters wide (Figure 4).

On the murals, the stars of Adidas seem to be gods in Greek mythology. The Cologne train station is also like a shrine, but the slogan of this shrine is "no impossible."

Soon after the dome advertisement was unveiled, ADI held the "World Cup Poster Exhibition" in the same place.

At the opening ceremony, the band members of the band invited by the company were dressed in the jersey of Germany, Spain, Argentina, France and other national teams sponsored by Adi, with flags painted on the flags, and wigs worn by European aristocrats on formal occasions. The match with the "football Genesis" attracted countless travelers to wait and see, and the "football Genesis" also became famous.

Inspired by this, Mengniu also launched a similar dome advertisement in Beijing Railway Station in 2007, showing the power of its creativity.

There was also an advertising incident during the period, which was a huge 65 meter long Kanban of Oliver Kahn, the "Shuai Yue" Munich Airport flyover.

The emergence of this advertisement has attracted the attention of many spectators and media around the world.

Later facts showed that although it happened in Germany, there were dozens of media coverage in China.

Similarly, the "impossible" sculpture of the ADI Series in the 2008 European Cup, which has both advertising and public relations functions, has also attracted wide attention.

According to the official website of ADI, more than 100 media reports were reported in less than 48 hours after the completion of the "impossible hugs" and "unwilling goalkeepers" statues.

Within a week, a large number of netizens in the world exchange this information on forums and blogs.

The entry of new media makes this outdoor activity widely spread and talked like viruses.

Let promotional activities become marketing events, which is also the marketing realm pursued by Adidas.

The so-called event promotion is to promote sales activities with continuous and substantial sales effect by means of establishing brand loyalty and promoting the accumulation of brand equity, such as sample, bundling, competition, POP, exhibition, direct selling, etc.

This creative modern marketing campaign has gone beyond the traditional sales promotion mode. "Through in-depth insight into consumer psychology and consumer behavior, it has aroused consumers' resonance to products, thus enhancing consumers' awareness and loyalty to the brand". It has become a solid backing for integrated communication and brand building.

In December 10, 2005, with the launch of the world cup, the Oakland WHYBIN\TBWA company in New Zealand launched an event promotional campaign for Adidas to promote Adidas's designated World Cup by making consumers feel the "no impossible" experience.

Up to 2.5 meters, "team star" football is hung in front of the biggest outdoor billboard in New Zealand.

Combined with the close-up of the famous stars playing football on the billboard, the star is playing the visual effect of the big football.

Participants can get into this "team star". When the star raises his foot, the giant ball will rush to the air at the speed of 170km/h.

People who take part in this rocket style bungee game will have a deep sense of their unique sense of playing football.

After that, DVD was sent to record the memorable experience of the participants in the ball.

The promotion campaign lasted 3 weeks on national TV news.

In the annual sales volume, the sales of the football product increased by 64.57%.

The best advertisement is news. Event marketing is the maker of public topics and the efficient propagating fermenter.

Adidas is taking advantage of the outdoor offensive to take event marketing as a long-term process of brand building. Through continuous and unified strategic adherence and tactical implementation, the "point" of various event marketing is strung into the "line" of brand growth to gradually carve out fresh and bright brand personality.

Of course, in this process, its agent TWBA (Teng Mai) is indispensable.