Applicable Industries
- Apparel
- Retail
Applicable Functions
- Sales & Marketing
Services
- Training
About The Customer
The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is a brand that is synonymous with sports and has a significant presence in professional sports across the globe. In this particular case, Adidas was launching its Super Rugby range in New Zealand, targeting the Super Rugby fans. These fans are passionate about the sport and their favorite teams, and Adidas aimed to tap into this passion and loyalty through their innovative campaign.
The Challenge
Adidas, in 2015, was launching its Super Rugby range, a product line that aimed to connect the intensity of on-field players' efforts with their off-field relaxation time. The challenge was to create a product and campaign launch that would showcase the rugby heroes in an atypical, off-field mode, having fun and relaxing. The goal was to get the New Zealand Super Rugby fans excited about their own 'Off' moments as much as their 'On' moments, and to encourage them to support their favorite teams in the perfect apparel. The campaign needed to be launched through print, digital, retail, and social platforms to coincide with the kick-off to the 2015 Super Rugby season.
The Solution
Adidas came up with an innovative digital advertising strategy. They created a promotion where fans could share their #BestOnBestOff moments with the world. The most inventive, interesting, and incredible posts would earn themselves a VIP spot on Adidas' social media and the chance to win amazing prizes. This strategy was designed to engage fans on a personal level, encouraging them to share their own experiences and moments, thereby creating a sense of community and connection with the brand. The campaign was launched across multiple platforms including print, digital, retail, and social media, ensuring a wide reach and maximum visibility.
Operational Impact
Quantitative Benefit
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