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CAMPAIGN OF THE MONTH - Youngsters go all out for Adidas All-In

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Wed, 30/03/2011 - 13:46

Adidas launched their ‘biggest ever’ campaign in March, a star-studded affair, bringing together a whole host of A-listers including Katy Perry, David Beckham and Lionel Messi under one roof to showcase Adidas’ three core brands – Sport performance, Adidas Originals and Sport Style in one offering. The multi-platform global campaign marks the first time all three Adidas core brands are advertised together and will run on TV, in cinemas and online.

Set to a brand new music track by Justice, the critically-acclaimed French electronic duo, the ad features famous stars performing in their respective sports. The audience is treated to moves from the NBA’s Derrick Rose, Beckham training in a football stadium and many other stars who are “all-in” with Adidas.

Many campaigns see an increased Buzz rating only after the launch date. However, the interesting thing about this campaign is that the brand sought to build anticipation for it, creating media attention around the campaign ahead of its TV debut on March 16. Teaser trailers on YouTube, a strong Twitter and Facebook presence and stories in the national press surrounding body-doubles used for Messi –one of the ad’s many stars, meant that among 18-34 year olds Buzz was on the rise even before the campaign hit UK screens. The Adidas brand’s Buzz rose from 4.6 points on March 4 (just before the first sneak peeks of the ad) to a heady 38 points by March 18 amongst 18-34 year olds.

BrandIndex is all-in with the Adidas campaign. It’s a great example of maximising the impact of a high-end campaign among a specific target group through creative pre-launch PR, and the actual TV ad isn’t bad either.

Adidas 'Buzz' scores among 18-34 year olds
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