Adidas Advertising
Evaluation of an advertisement campaign
ADIDAS
“IMPOSSIBLE IS NOTHING”
José Pedro Aninat Galmez
MKT251.2_S2 - Advertising and Media in the Marketing Environment
Table of contents…………………………………………………………………………………Page 2 1. Executive summary………………………….……………………………………………...Page 3
2. Introduction………………………………………………………………………………….....Page 4
3. Situational analysis 3.1. PESTEL analysis…………………………………………..……………………....Page 5
3.2. Market analysis – 5 strengths Porter…………………………………..Page 5
3.3. Consumers trends analysis.………………………………………..………..Page 6
3.4. Competitor analysis 3.4.1. Direct competitor...………………………………………………….Page 6 3.4.2. Indirect competitor..……………………………………………….Page 7
3.5. SWOT analysis..……………………………………………………………………Page 7
4. Advertising Objectives 4.1. Segmentation.…..……………………………………….……………….……….Page 8 4.2. Targeting…..………………………………………………………………………..Page 8 4.3. Positioning...……………………………………………………………………….Page 8
5. Creative strategy 5.1. Message and Execution……...…………………………………………......…Page 9
6. Media Strategy..….……………………..……………………………………….................Page 10
7. Effectiveness of the Campaign…………………………………………...….....Pages 11-12
8. Conclusion and recommendations …………………………………….................Page 13
9. References...…………………………………………………………………........................Page 14
10. Appendices…………………………………………………………..………………...Pages 15-21
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1. Executive summary
The purpose of this report is to analyse the « Adidas Impossible is nothing » campaign and demonstrate its effectiveness. Researches for this report are mainly based on secondary research via Datamonitor and Mintel.
The report shows what Adidas had made with this campaign and how they had improved their market share with this slogan. Adidas wanted to extend their philosophy of forever sport to a personal level by encouraging everyone to overcome their personal challenges that seem impossible.
The results of the campaign show that the ad
ADIDAS
“IMPOSSIBLE IS NOTHING”
José Pedro Aninat Galmez
MKT251.2_S2 - Advertising and Media in the Marketing Environment
Table of contents…………………………………………………………………………………Page 2 1. Executive summary………………………….……………………………………………...Page 3
2. Introduction………………………………………………………………………………….....Page 4
3. Situational analysis 3.1. PESTEL analysis…………………………………………..……………………....Page 5
3.2. Market analysis – 5 strengths Porter…………………………………..Page 5
3.3. Consumers trends analysis.………………………………………..………..Page 6
3.4. Competitor analysis 3.4.1. Direct competitor...………………………………………………….Page 6 3.4.2. Indirect competitor..……………………………………………….Page 7
3.5. SWOT analysis..……………………………………………………………………Page 7
4. Advertising Objectives 4.1. Segmentation.…..……………………………………….……………….……….Page 8 4.2. Targeting…..………………………………………………………………………..Page 8 4.3. Positioning...……………………………………………………………………….Page 8
5. Creative strategy 5.1. Message and Execution……...…………………………………………......…Page 9
6. Media Strategy..….……………………..……………………………………….................Page 10
7. Effectiveness of the Campaign…………………………………………...….....Pages 11-12
8. Conclusion and recommendations …………………………………….................Page 13
9. References...…………………………………………………………………........................Page 14
10. Appendices…………………………………………………………..………………...Pages 15-21
-------------------------------------------------
1. Executive summary
The purpose of this report is to analyse the « Adidas Impossible is nothing » campaign and demonstrate its effectiveness. Researches for this report are mainly based on secondary research via Datamonitor and Mintel.
The report shows what Adidas had made with this campaign and how they had improved their market share with this slogan. Adidas wanted to extend their philosophy of forever sport to a personal level by encouraging everyone to overcome their personal challenges that seem impossible.
The results of the campaign show that the ad