Introduction: Adidas Group has been part of the world of sports on every level. In July 2006, they decided to go online with MSN Arabia in order to promote Adidas world cup products during the period of the world cup from 4 June till 9 July 2006. At the same time they chose MSN Arabia to create a unique interactive campaign which positively impacted brand image and sales. ,
Objectives: •Reinforce Adidas brand values: “Impossible is nothing” •Actively engage with the target audience of male young adults. •Renew consumer interest in Adidas brand and specially the World cup products •Promote world cup products catalogue (Foot wears, Hard Wears & Accessories) •Increase brand awareness & loyalty through downloading the following from Adidas micro site : a) Adidas downloads, stores info, world cup prediction game and catalogue
Campaign Execution: MSN Arabia helped Adidas to run a fully integrated, multimedia “Impossible is nothing” campaign centered on a localized micro site created by MSN Arabia that was supported by advertisements on Messenger half banner. The interactive campaign encouraged 13 to 24 year old MSN Arabia Messenger male users to download a variety of Adidas branded wallpapers, screensavers, FIFA schedule & TV commercials to reach both scalable and specific audiences in Egypt. MSN Arabia also issued a Take over on its website by customizing the home page & its ad placements to match Adidas’s colors, brand themes and to go along with the brand’s look and feel for 24 hours.
Results: •Increased awareness & values of Adidas products, specially the world cup products. •2 Million Impressions were achieved on Messenger with a very high click rate of 1.75% which exceeded the Egyptian Industry standard during 1 month only •35,000 people clicked on the creative. •Take over Generated a Total of 73,000 Page Views & an average of 50,000 unique users within Egypt throughout the 24 hours.
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