Case Study / adidas® Predator®Enhancing the profile of new products in Egypt
Campaign ObjectivesGiven the high response rates to earlier mobile campaigns, adidas choseMobinil’s permission-based marketing program, Mobinil Ads, to let peopleknow that the adiPower® Predator product line was available in its stores.
Campaign ResultsHigh response rates were achieved with both Arabic and English audiences(28% and 18.5%). adidas learned that Arabic audiences are less aware oftheir sponsorship of Kakà.
Age was a significant factor, with highest response rates achieved withpeople under 25. Overall (English and Arabic) response rates were 35.5%for 15-24s and 32.3% for under 15s.
28%15-24s73%
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 adiPowerPredator campaign to have more impact. The use of MMS toreach a targeted audience allowed us to engage customersin 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.
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To find out what Optism can do for advertisers and mobile operators, visit optism.com
Do you know whichstar from Real Madridmade his choice toplay with the newadidas Predator shoe?Reply for free
1=yes2=no
You knew it was Kaka?
You knew it was Kaka?"Own the Game" and visitadidas stores now for thenew shoe collection ofadipower Predator
Campaign Solutionadidas leveraged its sponsorship of thefamous footballer, Kakà, in a rich dialoguemessage sent to opted-in subscribers.The campaign was aimed at males between15 and 35 (typical shoe users) and 35 and50 (fathers, buying for children). Both groupswere 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 secondmessage with key brand information.The campaign ran a day before the weekendto encourage in-store traffic.
