Adidas campaign analysis - Document Transcript
1. Analysis of ‘Impossible is Nothing’: An advertising campaign by adidas Supervised by: Prepared by: Mr. Prem Kumar Mayank Katoch C31 Pawan Agarwal D28 Ajay Pal Singh D02 Richa Kedia D36 Alok Wadhan D03 Sohini Patel D43 Mohd Mohsin Islam D18 Stuti Garg D44 Nilakshi Goel D25 Vijayendra Singh Pathania D51
2. Advertising Campaign: Impossible Is Nothing (2004) ® Brand: adidas Company: Adidas Salomon AG (Germany) Ad agency: 180 (Amsterdam) and TBWA (San Francisco) “IMPOSSIBLE IS JUST A BIG WORD THROWN AROUND BY SMALL MEN WHO FIND IT EASIER TO LIVE IN THE WORLD THEY ‘VE BEEN GIVEN THAN TO EXPLORE THE POWER THEY HAVE TO CHANGE IT. IMPOSSIBLE IS NOT A FACT. ITS’S AN OPINION. IMPOSSIBLE IS NOT A DECLARATION. IT’S A DARE. IMPOSSIBLE IS POTENTIAL. IMPOSSIBLE IS TEMPORARY….. …..IMPOSSIBLE IS NOTHING”. Genesis of the campaign: The U.S sports apparel market has always been a happy hunting ground for domestic players like Nike, Reebok and New Balance. Adidas, for many years has been tagged as the also ran athletic footwear company. Problems started brewing up when in 2003, first 3 quarter sales dipped by 16%. Though later, CEO Herbert Hainer conceded that the problem had been of a persistent nature but only this time the impact could not be ignored- 16% translated into a significant amount of revenue loss for the German company. However, the reason behind sales plummeting in U.S was because of a strategic droop. Basketball is arguably the most popular sport in United States and Adidas had no association with the sport in the last ten years. The brand had kept itself aloof of the number one crowd pulling game in America. Hainer further ceded that while operating in America they ought to have the right product and the right ambassador. With adidas distanced away from
3. the sport in the first place, the brand was stuck at a dead end. Further confounding adidas, which sponsored the 2004 Olympic Summer Games, was the loss...