Adidas underground report
For this assignment I have chosen to identify, research and analysis a 2012 campaign for Adidas, executed by John Doe UK, a London based PR company and Adidas' in-house PR team. The campaign is called, 'Adidas Underground' and took place in London in a short time scale, just two months from July to August 2012 during the London Olympics. The campaign also ran on a relatively small budget of just £15,000 considering what it consisted of. (prweek.com)
Adidas along with Nike are the most influential sports brands in sports clothing and footwear in the UK. Topping the polls for both trust and quality shows that they inspire confidence from consumers. (mintel.com) However, in 2012 Adidas decided they wanted to make a shift from being considered a sports brand to also being considered a mainstream and lifestyle brand and to connect with this type of consumer, this became the main aim of the campaign.
To make a campaign successful and of excellence it must be planned to perfection. According to Smith's SOSTAC planning framework (HERE ENTER HARVARD REFERENCE), this must begin with a situational analysis. The organisation must first research themselves currently, where they are now in the market and who their main competitors are. They must also consider the publics perception of the brand and identify the communications needs of all the stake holders involved.
Once this information has been gathered and analysed the objectives of the campaign can be set. According to Gregory to make efficient and capable of being evaluated objectives you must make them SMART objectives, specific, measurable, achievable, relevant and timely. ( ENTER HARVARD REFERENCE) In this case I believe that this is exactly what has been done, and three smart objectives have been set.
1. To demonstrate the sport/style take on celebrating London during the London 2012 Olympic Games.
2. To transfer Adidas Originals from the sports pages to the lifestyle and mainstream media.
3. To
Adidas along with Nike are the most influential sports brands in sports clothing and footwear in the UK. Topping the polls for both trust and quality shows that they inspire confidence from consumers. (mintel.com) However, in 2012 Adidas decided they wanted to make a shift from being considered a sports brand to also being considered a mainstream and lifestyle brand and to connect with this type of consumer, this became the main aim of the campaign.
To make a campaign successful and of excellence it must be planned to perfection. According to Smith's SOSTAC planning framework (HERE ENTER HARVARD REFERENCE), this must begin with a situational analysis. The organisation must first research themselves currently, where they are now in the market and who their main competitors are. They must also consider the publics perception of the brand and identify the communications needs of all the stake holders involved.
Once this information has been gathered and analysed the objectives of the campaign can be set. According to Gregory to make efficient and capable of being evaluated objectives you must make them SMART objectives, specific, measurable, achievable, relevant and timely. ( ENTER HARVARD REFERENCE) In this case I believe that this is exactly what has been done, and three smart objectives have been set.
1. To demonstrate the sport/style take on celebrating London during the London 2012 Olympic Games.
2. To transfer Adidas Originals from the sports pages to the lifestyle and mainstream media.
3. To