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Case Study / adidas ® Predator ® Enhancing the profile of new products in Egypt Campaign Objectives Given the high response rates to earlier mobile campaigns, adidas chose Mobinil’s permission-based marketing program, Mobinil Ads, to let people know that the adiPower ® Predator product line was available in its stores. Campaign Results High response rates were achieved with both Arabic and English audiences (28% and 18.5%). adidas learned that Arabic audiences are less aware of their sponsorship of Kakà. Age was a significant factor, with highest response rates achieved with people under 25. Overall (English and Arabic) response rates were 35.5% for 15-24s and 32.3% for under 15s. 28% 15-24s 73% Response rate among Arabic speakers Were most responsive (35.5%) Of Arabic speakers learned about adidas’ sponsorship of Kakà Working with Optism and Mobinil enabled our adiPower Predator campaign to have more impact. The use of MMS to reach a targeted audience allowed us to engage customers in a two-way conversation. We achieved an impressive 28% response rate and enriched our understanding of our customers. Bugra Hatipoglu, Marketing Manager, adidas Sporting Good Ltd. Egypt. ‘‘ ‘‘ To find out what Optism can do for advertisers and mobile operators, visit optism.com Do you know which star from Real Madrid made his choice to play with the new adidas Predator shoe? Reply for free 1=yes 2=no You knew it was Kaka? You knew it was Kaka? "Own the Game" and visit adidas stores now for the new shoe collection of adipower Predator Campaign Solution adidas leveraged its sponsorship of the famous footballer, Kakà, in a rich dialogue message sent to opted-in subscribers. The campaign was aimed at males between 15 and 35 (typical shoe users) and 35 and 50 (fathers, buying for children). Both groups were selected based on their interest in sports. Messages were sent in English and Arabic. The first text asked a question. Both “yes” and “no” respondents received a second message with key brand information. The campaign ran a day before the weekend to encourage in-store traffic.
