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Presentation of Adidas advertisement

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by

Gareth Chan

on 14 January 2014

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Transcript of Presentation of Adidas advertisement

Adidas = Injuries?
Sprain-free Basketball Shoes
Achilles
Means-End Chain
Benefit
Prevent Spraining Ankle
Personal Value
Stronger in Basketball Life
IMC Planning
Target Market:
People within 15-30 year-old
who love playing Basketball

Communication Objective
Change customers' belief and attitude
in one year.

Appeals
Music
Code of Conduct (Hans Zimmar)
Emotional
Trust
Reliability
Safety

Rational
1. In-shoes Motion Sensor

2. Identify Hazardous Motion

3. Correction
Message Strategy
Affective: Resonance


Executional Framework
Fantasy
Spokesperson
Klay Thompson
- x injury prone
- x image of brands
- Potential => Star
Message Strategy
Print Ad
Product attribute
1. In-shoes Motion Sensor

2. Myoelectric stimulation
device
Executional Framework
Fantasy

USP:
1. Motion sensor identifies hazardous motion

2. Device delivers electric signals to the peroneal
muscles to correct the spraining motion
Mar
Apr
Jun
May
Feb
Jan
Sept
Oct
Dec
Nov
Aug
Jul
Countdown (12th Jan)
Exhibition (19th Jan)
Outdoor Ad (19th Jan)
Yahoo (2nd Feb)
Google (2nd Feb - 31st Dec)
Homepage of Adidas (2nd Feb - 31st Dec)
YouTube (1st Mar)
XXL (1st Apr)
Yahoo (1st Dec)
YouTube (1st May)
Yahoo (1st Jul)
YouTube (1st Aug)
XXL (1st Jun)
XXL (1st Sept)
XXL (1st Nov)
YouTube (1st Oct)
Total Budget: $6,765,500
Injury
Safety
Outdoor Ad (19th Jan)
Evaluation Method
1. Emotional Reaction Test

2. Online Evaluation Metrics
- click-throughs
- dwell time
- length of engagement
- web chatter
Full transcript