Adidas Odds|短视频|广告营销案例【ADGuider广告指南】

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阿迪达斯赔率

案例简介：战略阿迪达斯是运动员的品牌，拥有 “没有运动员掉队” 的简单而强大的理念。它似乎很适合为这个新现实 “阿迪达斯怪人” 做出贡献，只是简单地看待公平竞争。但除此之外，它是关于给予所有运动员他们应得的尊重和机会，纯粹是因为他们对自己所做的事情的热爱。没有歧视。概要鉴于里约残奥会 2016 的举办规模比奥运会小得多, 阿迪达斯希望提高人们对如何平衡世界各地准运动员的可能性的认识。活动描述我们创造了一双叫做 “odds” 的特殊鞋子，它有两双左腿或两种权利，准运动员可以选择。因此，独特的鞋盒没有给他们无用的鞋子的一面，而是给了他们真正需要的鞋子的另一面。赔率也可能是一包便宜 50% 的鞋子，但这个想法是再给他们一只，而不是提醒他们少一只。执行我们创造了一双叫做 “odds” 的特殊鞋子，它有两双左腿或两种权利，准运动员可以选择。因此，独特的鞋盒没有给他们无用的鞋子的一面，而是给了他们真正需要的鞋子的另一面。赔率也可能是一包便宜 50% 的鞋子，但这个想法是再给他们一只，而不是提醒他们少一只。从包装到电视/数字/激活/广播/印刷/户外媒体都被用来宣传这项活动，这个包装在网上和一些离线商店也出售。结果在残奥会期间，赔率成为人们谈论最多的运动，人们开始参与关于平衡赔率必要性的讨论。除了博客、数字社区和媒体，甚至体育明星和名人也参与了对话。一周内超过 500万次。1.5 million 喜欢。免费产生价值 950万美元的公关。在全球创造超过 2700万的媒体印象。网站上涨了 24%，阿迪达斯计划在全球范围内推出所有产品的赔率。

阿迪达斯赔率

案例简介：Strategy Adidas is a brand for and by athletes with a simple yet powerful philosophy of "No athlete left behind". It seemed well placed to contribute to this new reality ‘Adidas Odds’ simply looked at leveling the playing field. But beyond that, it was about giving all sportspeople the respect and opportunity they deserve purely because of their love for what they did. Without discrimination. Synopsis In the light of Rio Paralympics 2016 that were organized at a much smaller scale than Olympics, Adidas wanted to raise awareness about how there is a need to even out the odds for para-athletes across the world. CampaignDescription We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from. So instead of giving them one side of the shoe that’s useless, the unique shoe box had another side of the shoe they really need. Odds could’ve also been a pack of 1 shoe priced at 50% less but the idea was to give them one more and not remind them that they have one less. Execution We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from. So instead of giving them one side of the shoe that’s useless, the unique shoe box had another side of the shoe they really need. Odds could’ve also been a pack of 1 shoe priced at 50% less but the idea was to give them one more and not remind them that they have one less. Right from Packaging to TV/ Digital/Activation/Radio/Print/Outdoor mediums were used to promote the campaign, The pack was sold online and in some offline stores as well. Outcome Odds became the most talked about campaign during the Paralympic People started participating in the discussion about the need to even out the odds. Besides bloggers, digital communities and media, even sports stars and celebrities took part in the conversation. With over 5 million views in a week. 1.5 millions likes. Generating PR worth 9.5 million dollars for free. Creating over 27 million media impressions globally. Website saw a 24% jump, Adidas plans to globally introduce odds as a variant for all their products.