ADIDAS: Advertising Trends for World Cup - Case Study Example

ADIDAS: Advertising Trends for World Cup Adidas campaigns have reigned over the world touching all corners; they revolve around sports and accessories. Football is one of the center sport around which most campaigns are visualized. "Football is our passion and Adidas is the only authentic and innovative football brand. We understand the game and the psyche of the players out there better than anybody else" (Adidas maps its biggest, 2006). The association of Adidas as the brand ambassador for FIFA World Cup 2010-2014 is a trendsetter in the field of advertising campaigns. FIFA and ADIDAS have been working as partners for promoting sports since 1970. The recent announcement confirms that FIFA and Adidas the extension of their long-term partnership by an agreement granting Adidas the official partnership, suppliership and licensing rights for World Cup 2010 and 2014. This is one of the longest and most successful partnerships in the modern sports marketing history (Adidas strengthens partnership, 2005). The intelligent and subtle reference to the rules as guidelines for disciplined thinking and then breaking of the rules as an endeavor of mature and bold thinking is the key difference between a mediocre designer and a well established designer. The central argument of "No More Rules" has influenced the development of graphic design in the last two decades; designers have been seen to openly challenge the rules and conventions that were once regarded as essential attribute of good practice (Poynor, 2003.intro.12). Adidas campaign is a classic example of this rule in practice; it is perfect scenario where the effects of postmodernism can be seen as living example of the transformation in thinking and in style to meet the new changes and challenges of the new global world. The pace at which the campaign changes from country to country and theme to theme confirms the new game of "breaking the rule" adapting the content, visual and the theme to suit the need of the public in that particular region. The role of psyche plays a very significant role in the construction of the campaign. Originality is not the criterion for evaluation in the postmodernism period. In the postmodernism culture the emphasis is more on the contemporary trends which reveal impurity of form, depthless ness, breaking of rules and return to vernacular. The focus is more on 'making it new' by change and distortion. It is the time for experimentation and innovation with rules and the concepts (Poynor, 2003). The most highlighted the +10 campaign, is the reflection of what can be expected from the teamwork of FIFA and Adidas as a force on the world scene to reinforce the concept of teamwork and team spirit. In 2006 FIFA and Adidas aim to capture the attention of the entire world, with over 38 billion viewers watching World Cup during June -July. In India the Campaign has undertaken several initiatives to celebrate team spirit featuring some of the world's most celebrated football stars such as Michael Ballack, David Beckham, Ral Gonzales, Kak, Alessandro Nesta, Juan Romn Riquelme and Zindine Zidane. Gellner says "+10 is the biggest football marketing campaign in the history of Adidas" (Adidas maps its biggest, 2006). Adidas and FIFA plan to work closely on wide variety of projects ranging from development programs around the worlds to the support of women's football, as well as supporting grassroot events. Herbert Hainer, CEO, Adidas-Saloman AG, expresses very boldly and clearly that relationship of Adidas with FIFA will help strengthen and expand their position as the leading football brand world-wide (Adidas strengthens partnership, 2005). The +10 campaign is all about the celebration of teamwork and team spirit. The emphasis of the campaign is on the important role which players play as part of the team; and the significant role which the team plays to bring out the best in the player. The importance of the symbiotic relationship is the key link between the team and the individuals who are part of the team. It is this mutual interdependence which can help them achieve impossible results. This was clearly seen in the Greek victory in the UEFA Euro 2004 where a strong team effort helped them accomplish the impossible ("+10", 2005). This campaign is a striking example of postmodernism creative experimentation with visual message which has mass appeal on the audience. The campaign uses creative balance by combining striking images of black and white portraits with national colors and features over "25 players such as Kak from Brazil, England's David Beckham, Argentinean Riquelme, France's Zindine Zidane, Ral from Spain, and Michael Ballack from the host nation, Germany" ("+10", 2005). They plan to display the campaign using giant posters worldwide, with focus on the local player. In Germany they plan to feature the German football hero, Ballack, in 60 meter high billboard close to the central station in Hamburg. The depth with which Adidas approaches the world cup campaigns showcased in the multiple nationality executions is remarkable ("+10", 2005). The global appeal of the concept of the campaign is further strengthened by the focus of the campaign on the team spirit and passion for sports. Erich Stamminger, member of the Executive Board of Adidas-Salomon AG responsible for Global Marketing, emphasizes that +10 campaign beautifully captures the essence of deep fascination shared by the football lovers and by billions of athletes and fans around the world. It is about the anticipation, excitement and the passion which everybody around the world will feel about the team and the players once the 2006 FIFA World Cup kicks off. This the most comprehensive and biggest kick-off for the greatest marketing effort made by Adidas on the global platform. It aims to delight and thrill the passion for football in the consumers and strengthen the leadership role played by Adidas in the effort to bring world under one umbrella of FIFA World Cup ("+10", 2005). The beautiful message of critical importance of teamwork in the game is strengthened and reinforced. "Football is something you have to do together, nothing is more important than the team. Individual brilliance only works with a strong team around you, with people who are ready to fight, win and celebrate together," says Real Madrid striker Ral Gonzales Blanco ("+10", 2005). The moments of emotional display on the field is never experienced alone as an individual, it is marked by looking for the teammates, sharing of the emotions, to celebrate the result of the effort achieved together ("+10", 2005). This is the example of breaking the rules knowledgeably to close the gap of cultural differences. The mission of cultural integration is achieved by bringing together so many players for one message. The reinforcement if achieved by appealing to the hero worshipped image within the local area. This requires bending the rule, to achieve the mission of international message delivered forcefully at the local level appealing to the emotions and the passions for the game. The advertising trends of the world cup indicates the huge amount of money which is pumped into the campaign from concept to finish, keeping in mind the rivalry and competition from other companies. This aspect of competitive rivalry induces companies to spend big money towards the success of a campaign. Adidas is most certainly pumping big bucks to promote soccer, the only area in which it leads Nike, in close overall gap between the two companies. Adidas aims to spend about $200million to market all things related to soccer: shoes, boots, national team jerseys, soccer balls, and more as featured in the ad campaign "'+10,' which revolves around the idea that one player plus 10 others equals a team" (Adidas' World Cup Shutout, 2006). It is vital for Adidas "to dominate the World Cup" says the CEO Herbert Hainer (Adidas' World Cup Shutout, 2006). Adidas has bought all rights to shut out Nike for TV advertising in the US for all the 64 games. The World Cup viewers on TV and Web internationally, are bigger than the Olympics or the Super Bowl. The statistics states that 28 billion people are glued to TV in-home when the World Cup fever catches the global scene (Adidas' World Cup Shutout, 2006). The brilliance of Adidas, in addressing local design trends is giving it great advantage. Adidas took the lead from Nike after the landmark sponsoring on the Japan national team in the 2002 World Cup and by introducing its great brand "adiZero, a lightweight, thin soled sneaker" (Adidas' World Cup Shutout, 2006). That became very popular with Asian consumers. Adidas was smart to see the need of the local market trend in Japan for more lifestyle footwear and less of technical performance brands. These sensitive strategic considerations on the part of Adidas, has led to its fast growth in other Asian markets as well, like China. Adidas spent $80 million to be the exclusive sneaker sponsor for 2008 Beijing Summer Olympics. Adidas move strategically and carefully to secure its position as a leader in sponsoring soccer and World Cup. Adidas is dedicated to secure its World Cup campaigns score early connection with its fan consistently. The creativity always finds it own path of success (Adidas' World Cup Shutout, 2006). The insight shown in the challenge of the creative concept done by Carat Fusion shows the thinking behind "My Space to create a dynamic promotion with social networking MySpace.com in order to attract and engage a youth audience worldwide" (Gallagher, 2006). The challenge of the campaign was to build awareness, involvement and buzz around Adidas's involvement with the World Cup. The targeted audience was the core youth who are more responsive to the interactive experience. This was intelligently built around "+10" concept Adidas has created and evolved around World Cup. The campaign is designed to attract and engage a youth audience worldwide. The site has Adidas' dynamic roster of players, while engaging the community and allowing them to interact with the brand (Gallagher, 2006). Adidas has been the FIFA partner since 1970, expanding its soccer activities to match with increasing rivals from Nike and Puma. Adidas has extended its agreement for sponsorship with FIFA for the World Cup soccer tournaments in 2010-2014, which is a deal worth $351 million. This ensures that Adidas will get priority access to TV and stadium advertising at these two events. Adidas will supply the official match ball and equipment for FIFA. The exposure to Asian market has given Adidas increased sales double digit rise in sales of goods from endorsement deals in Asia. The 2010 World Cup will be held in South Africa, though 2014 World Cups venue is still not decided (Adidas extends FIFA deal, 2005). One of the most inspirational advertising campaigns launched by Adidas is the "'Impossible Team' for FIFA World Cup in Germany featuring the world's best footballers from the past and the present" (Adidas dream team, 2006). It is a very interesting TV campaign which shows two kids picking their all time greatest football team. The campaign just like "+10" celebrates the magic of team spirit and features some of the greatest players such as Zindine Zidane, David Beckham, Michael Ballack, Kak, Frank Lampard, Arjen Robben, Juan Romn Riquelme and Ral combined with football heroes from the past such as Franz Beckenbauer and Michel Platini. "'Football is all about the power of individuals coming together as a team. With 'Impossible Team' we take our previously launched +10 campaign to the next level and clearly communicate the idea of 'team' and our brand attitude 'Impossible is Nothing' in an inspirational way. With this campaign we will continue to create excitement for our brand,' said Erich Stamminger, President and CEO of the Adidas Brand and Executive Board member of the Adidas group" (Adidas dream team, 2006). The 'Impossible Team' is a very creative, challenging and inspirational advertising campaign targeting global audience using variety of media and both global and local versions for TV, cinema, print, outdoor, point-of-sale, public relations and on-line and kicks off. This a campaign which breaks all rules of boundaries and specialization, embracing everything that works to get the message across on the global arena. It maintains international standard with local appeal (Adidas dream team, 2006). This is a classic example of postmodernism where the designers appear to accept the world as it is (Poynor, 2003, intro.11). It is interesting that in this culture the high and the low collapse to meet at the level ground-breaking the boundaries. The fading away of the boundaries lead to emergence of new hybrid forms to blossom. "'Rules are good. Break them,' Tibor Kalman urged colleagues as early as 1998" (Poynor, 2003, intro.12). "There is no grid, no format. I think it ends up in amore interesting place than if I just applied formal design rules" (Poynor, 2003, intro.13). . Works Cited "Adidas strengthens partnership with FIFA, launches latest tennis shoes in India ." Exchange 4 Media .com. 20 Jan. 2005. Adsert Web Solutions Pvt. Ltd. New Delhi. 18 Mar 2007 . "Adidas maps its biggest football campaign ever for World Cup." Football Fever. 22 April 2006. Indian Television Dot Com Pvt Ltd. 15 Mar 2007 . Poynor, Rick. No More Rules: Graphic Design and Postmodernism. First. London: Lawrence King Publishing Ltd., 2003. Lemke, Tim (March 6, 2007). Arenas heads Adidas campaign. Retrieved March 21, 2007, from The Washington Times Sports Web site: www.washingtontimes.com/sports/20070306-122216-1613r.htm "+10": Adidas kicks off 2006 FIFA World Cup campaign. (10th October 2005). Retrieved March 21, 2007, from Adidas Archive Web site: www.press.adidas.com/desktopdefault.aspx/tabid-16/94_read-3571/ Adidas' World Cup Shutout. (April 3,2006). Retrieved March 22, 2007, from BusinessWeek Online Web site: www.businessweek.com/magazine/content/06_14/b3978079.htm Gallagher, Katie (June 15, 2006). Creative Showcase: MySpace + World Cup. Retrieved March 22, 2007, from iMedia Connections Web site: www.imediaconnection.com/content/9910.asp Adidas extends FIFA deal for 2010 FIFA World Cup. (19 January 2005). Retrieved March 22, 2007, from South Africa 2010 Web site: www.worldcup2010southafrica.com/content/view/119/92/ Impossible Team - Adidas dream team gets ready for 2006 FIFA World Cup. (April 3, 2006). Retrieved March 22, 2007, from Adidas Web site: www.press.adidas.com/en/DesktopDefault.aspx/tabid-11/16_read-5785/ Read More