By Syndicate 4+Mega Sylva P + Habiburachman + M. Ibnu Fauzi + Pramadona

The 2006 World Cup: Mobile Marketing at Adidas

Company Profile (1) Founded in Germany, 1920,

by Adolf (Adi) Dassler Supplier of footwear German

soccer team Expanded to footwear line

include fringe sports: Jumping, Weightlifting & Bobsledding

Footwear supplier for Olympic Games & World Cup Soccer Championship

Company Profile (2)

Outsourcing production and focusing on marketing In 1998, focusing on US Market that dominated by Nike

& Reebok In 2003, acquiring Reebok Become second largest footwear company in the world

International BV, Netherlands Adidas part of International BV, Netherlands Company Trademarks, Sports Promotion, Global

Communication & Advertising Responsible for Digital Marketing (10% up from total

budget) Spending on online advertising, video games &

mobile communication but not “dot-com”

Adidas Global Athletic footwear 32% market share in US Market

Introducing basketball segment, Michael Jordan and Air Jordan line basketball shoes

Basketball market share: Nike 60%, Adidas 20%, Reebok 15% Official partners of FIFA

Nike Nike pursue Adidas for

soccer footwear & accessories.

In 2003, Beat-up Adidas market share on European Soccer (34% : 30%)

Sponsoring several national teams

Nike created online social networking website & mobile portal

“Jogo Bonito” Campaign Partnership with Google to

create an online community through discussions, videos & user-created content

The Global Marketing Meeting Mission of Adidas was to dominate the World Cup in

German Soccer Leadership fighting on Global Brand &

Business Leadership The 2006 World Cup offer a unique opportunity Nike emphasis on player salaries & flash Adidas focuses on the game and the importance of

network “The Real Truth of Soccer” Adidas World Cup

Campaign

+10: Together I am Strong

“Make Soccer Inspirational, Meaningful and Shared” Advertisement of “Players can only be brilliant with the

support of the team and the team will only succeed with individual moments of brilliance”

+10 concept developed by 180, Amsterdam-based creative agency Mainly focused on print & television media and lacked understanding needs of digital media

“ADIDAS HAS ALWAYS BEEN ABOUT TEAM AND ABOUT WORKING TOGETHER”

Star Wars Marketing content: Games, text

messages, Ticker (Sports, News, Weather Information)

Mobile Portal: downloadable content (Ring tone & Wallpaper)

Hired THQ Wireless, to develop and distribute content; ring tones, sound effects, screensavers, wallpaper, character biography, actor interviews & video clips

Promotionally marketing campaign: coupons, discounts or incentives

Michels doubts…..? No back-upped by research Emotional attachment The role of mobile phone in people’s lives “Unconnected” “Engagement” Pushing TV advertisement to get much broader Cost per

thousand impressions

+10 Campaign phasesConsists of 5 stages

1. Exposes Phase Jerseys Product Launches2. Introduction of the +Predator Absolute soccer boot3. Introduction of a match-quality soccer ball4. Explain phase of +10 using television and media5. Impossible team; represented the bulk of Adidas advertising and promotion

+10 Mobile phases

THQ affiliated Differences between digital and mobile platforms Creation of new material vs. recycled material The important thing of local markets & Local

language US & China where uniquely localized material

developed Mobile content for free..?

Cross Promotion Outdoor Print Television Advertising

Short Codes value exchange

TV shown on MTV, “Provider of youth credibility and expertise”. Depend on markets that did not require a terms & conditions statement

What circumtances development of the 2006 World Cup Mobile Marketing campaign at Adidas ?

In long term to build brand leadership Establish Adidas as the leader in soccer in the hearts

and minds of the world Established Adidas commitment to build and

maximize their retail partnership

Explain the strategy of The 2006 World Cup Mobile Marketing campaign developed by Adidas

Examined a number of applications for delivering mobile marketing content to customers ex: games, test message, tickers with sports, news.

Mobile portals Downloadable content like ringtones and wallpaper

How effective was the campaign? Evaluate the results

Digital Media Campaign Successful

Mobile Marketing Campaign Unsuccessful, Why..?

Incapable to meet the kids need The difference in content Dilemma of a new material creation or recycled

material The important of local content & local language Dilemma of short codes

Do you think the campaign was appropriate for the stated mission of Adidas in the world cup ? Why ?

Yes, we think..

The main campaign of Adidas for world cup is good but there is misleading for the part of target market (kids)

“ADIDAS HAS ALWAYS BEEN ABOUT TEAM AND ABOUT

WORKING TOGETHER”

THANK YOU