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F50i 手机
案例简介：阿迪达斯运动的目标是在不损害利润率的情况下增加 F50 的销售，以推动对 F50 靴子的新兴趣: 激励并让观众了解更多关于产品的信息，并增加对整个阿迪达斯足球品牌和业务的参与。 核心观众是铁杆足球运动员。铁杆观众最终关心的是产品如何影响他们在球场上的比赛。虽然耐克占据了先发优势，但研究表明，仅速度定位实际上并不是特别有动力; 观众想要的是带球的速度，F50 具备了实现这一目标的所有功能。 阿迪达斯称赞了 “快速步法运动员” 的角色，并让 F50 在团队中具有更大的相关性 -- 关键是去定位只谈论个人直线速度的竞争对手的靴子。 “每个团队都需要” 是这场运动的创意基础。通过构建支撑 “快速” 演奏风格的角色，我们可以为信息带来更多的深度和灵活性。为了以最引人注目和最独特的方式讲述这些故事，阿迪达斯需要一种大胆的视觉方法: 解决方案是一种图形新颖的风格。这个生动的世界让中情局将超级英雄变成了现实，他们代表了球员的技能和他们在球场上的角色，从莱昂内尔 · 梅西开始。 竞选叙事显示，Zinedine Zidane 是一个神秘的个人，他在世界范围内寻找和收集每个球队需要的球员。结果显示，这项运动通过他们的博客将在线足球观众转变为品牌倡导者 (Comscore 估计倡导者的价值比普通消费者高出 2 到 3 倍)。此外，F50 在欧洲主要足球市场的销售额持续增长，同时保护了利润率。从整体销售额来看，除以营销投资，该活动显示同比增长 76%。
F50i 手机
案例简介：The objectives of the adidas campaign were to increase F50 sales without undermining margin, to drive a new interest in the F50 boot: inspire and get the audience to find out more about the product and to increase engagement in the overall adidas football brand and the business. The core audience is hardcore football players. The hardcore audience is concerned ultimately about how products can affect their game on the pitch. Whilst Nike took first mover advantage, research showed that speed positioning alone was actually not especially motivating; what the audience wanted was speed with the ball and the F50 had all the features to deliver that. adidas celebrated the role of the 'fast footwork player' and gave the F50 greater relevance within the team – key to de-position the competitor boot that only talked about straight line speed of individuals. "Every Team Needs" was the campaign's creative foundation. By building on the personas that underpinned the 'fast' playing style we could bring more depth and flexibility to the message. In order to tell these stories in the most compelling and distinct way possible, adidas needed a bold visual approach: the solution was a graphic novel style. This graphic world allowed the agency to bring to life super hero alter egos representing players' skills and their role on the pitch, beginning with Lionel Messi as The Spark. The campaign narrative showed Zinedine Zidane as a mysterious individual scouting the world to identify and gather the players that every team needs. Results show that the campaign transformed online football audience into brand advocates though their blogs (Comscore estimates advocates are worth 2x to 3x more than average consumers).In addition, F50 sales grew consistently in main European football markets whilst protecting margin. Looking at overall sales and dividing that by marketing investment, the campaign showed an improvement year on year of 76%.
F50i Mobile
案例简介：阿迪达斯运动的目标是在不损害利润率的情况下增加 F50 的销售，以推动对 F50 靴子的新兴趣: 激励并让观众了解更多关于产品的信息，并增加对整个阿迪达斯足球品牌和业务的参与。 核心观众是铁杆足球运动员。铁杆观众最终关心的是产品如何影响他们在球场上的比赛。虽然耐克占据了先发优势，但研究表明，仅速度定位实际上并不是特别有动力; 观众想要的是带球的速度，F50 具备了实现这一目标的所有功能。 阿迪达斯称赞了 “快速步法运动员” 的角色，并让 F50 在团队中具有更大的相关性 -- 关键是去定位只谈论个人直线速度的竞争对手的靴子。 “每个团队都需要” 是这场运动的创意基础。通过构建支撑 “快速” 演奏风格的角色，我们可以为信息带来更多的深度和灵活性。为了以最引人注目和最独特的方式讲述这些故事，阿迪达斯需要一种大胆的视觉方法: 解决方案是一种图形新颖的风格。这个生动的世界让中情局将超级英雄变成了现实，他们代表了球员的技能和他们在球场上的角色，从莱昂内尔 · 梅西开始。 竞选叙事显示，Zinedine Zidane 是一个神秘的个人，他在世界范围内寻找和收集每个球队需要的球员。结果显示，这项运动通过他们的博客将在线足球观众转变为品牌倡导者 (Comscore 估计倡导者的价值比普通消费者高出 2 到 3 倍)。此外，F50 在欧洲主要足球市场的销售额持续增长，同时保护了利润率。从整体销售额来看，除以营销投资，该活动显示同比增长 76%。
F50i Mobile
案例简介：The objectives of the adidas campaign were to increase F50 sales without undermining margin, to drive a new interest in the F50 boot: inspire and get the audience to find out more about the product and to increase engagement in the overall adidas football brand and the business. The core audience is hardcore football players. The hardcore audience is concerned ultimately about how products can affect their game on the pitch. Whilst Nike took first mover advantage, research showed that speed positioning alone was actually not especially motivating; what the audience wanted was speed with the ball and the F50 had all the features to deliver that. adidas celebrated the role of the 'fast footwork player' and gave the F50 greater relevance within the team – key to de-position the competitor boot that only talked about straight line speed of individuals. "Every Team Needs" was the campaign's creative foundation. By building on the personas that underpinned the 'fast' playing style we could bring more depth and flexibility to the message. In order to tell these stories in the most compelling and distinct way possible, adidas needed a bold visual approach: the solution was a graphic novel style. This graphic world allowed the agency to bring to life super hero alter egos representing players' skills and their role on the pitch, beginning with Lionel Messi as The Spark. The campaign narrative showed Zinedine Zidane as a mysterious individual scouting the world to identify and gather the players that every team needs. Results show that the campaign transformed online football audience into brand advocates though their blogs (Comscore estimates advocates are worth 2x to 3x more than average consumers).In addition, F50 sales grew consistently in main European football markets whilst protecting margin. Looking at overall sales and dividing that by marketing investment, the campaign showed an improvement year on year of 76%.
F50i 手机
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F50i Mobile
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基本信息
- 广告战役： #阿迪达斯-网络-50822#
- 广告品牌： Adidas
- 发布日期： 2009-05-25
- 行业领域： 服装配饰 , 穿着/装扮
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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